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Sally Hetherington

Sally Hetherington
Managing director, Four Brand

Sally is a brand communications leader and storyteller, spanning diverse audiences and sectors, both globally and locally.

She has worked with iconic names from Etihad, Diageo and London Fashion Week to Formula 1, Lawn Tennis Association, Berkeley Homes and Shell, amongst others.

Sally bridges the divide between consumer insights and commercial strategy, amplifying appeal and authenticity across broad markets to reach new audiences through careful planning, creative strategy, compelling messages and content across multiple channels. 

With a strong track record of managing reputations and driving growth across diverse sectors from leisure to luxury, fmcg, lifestyle, retail, travel, property, automotive, consumer finance and more, Sally is skilled in developing effective engagement strategies for complex brands with significant business and communications challenges. She brings focus, insights and creative rigour to achieve enduring growth and success. 

Sally's responsibilities at Four focus on bolstering the company's PR offer for major consumer brands. She also leads the Etihad Airways global consumer PR account. She has worked for a number of leading international agencies including Porter Novelli, August One and most recently Edelman, where she was head of brand for the London operation. She also co-founded the successful UK consumer PR agency Lucre.