Allie Lawson leads NatWest’s payments marketing function, most prominently taking once-startup Tyl by NatWest to market and using it to drive NatWest’s fame for payments. Prior to this, she headed up O2’s SMB Brand and Marcomms team, following roles at Direct Line and BT. Allie’s experience has been rooted in delivering growth agendas, to which she brings a truly through-the-line experience. From launching the business side of Direct Line’s iconic ‘We’re on it’ campaign to launching BT’s first ever digital Black Friday for existing customers, Allie has kept herself entertained managing advertising, websites and digital sales journeys, PR, and customer comms across global, SME and consumer audiences.

Allie’s marketing career started in the education sector, before joining a PR firm in Cardiff where she helped SMEs grow and manage their brand/reputation, while running her own retail side-hustle. A creative and energetic marketer and passionate people leader, Allie’s time outside of work is spent enjoying walks with her dog Cleo, travelling (without the dog!), and continuing to relish in her free time since completing her Executive MBA in 2021.