Sally Waterfield promoted to Chief Marketing Officer and Executive Team Member
National Friendly has promoted Sally Waterfield to the role of Chief Marketing Officer, joining the Executive Team. Sally has led the organisation’s marketing strategy since joining in 2024 and has been instrumental in repositioning the brand, improving communications, and championing customer-centric product design. Sally was previously Head of Marketing at Foresters Friendly Society and has over 20 years’ experience in financial services marketing including large insurers and mutuals.
In her new role, Sally will oversee the society’s marketing strategy with a focus on brand, marketing, product development, and customer experience strategies, helping to grow National Friendly’s reach and market share.
Her impact was recently recognised when she was named Woman of the Year – Marketing at the 2025 Women in Protection Awards. The judges highlighted her clear commitment to adviser wellbeing—qualities that reflect her strategic, people-focused approach to marketing.
David Morris joins as National Account Manager
David Morris has been appointed National Account Manager, bringing more than 16 years of experience in the insurance industry, including eight years at Holloway Friendly where he led partnerships and key accounts.
In his new role, David will focus on growing relationships with adviser networks and raising awareness of National Friendly’s innovative product range. Well-known across the adviser space, David has built a strong reputation through his work with networks, panels, and events, and now brings that energy to National Friendly’s intermediary distribution.
Graham Singleton, National Friendly CEO, said: “Sally’s promotion and David’s arrival mark an important moment for National Friendly. Both are strong advocates of doing things differently and both bring valuable insight into what advisers and customers want from a modern mutual. We’re building momentum with products, partnerships, and people who share our values – and who want to push the market forward."
Sally Waterfield, Chief Marketing Officer at National Friendly said: "National Friendly has always stood for care, integrity, and mutual support, and I’m proud to help lead our evolution into a modern, purpose-led insurer. Our focus is on meeting need with integrity and we’re proud to offer solutions that centre on what people really need today - we innovate, provide affordable solutions, and evolve with the customer.
I’m excited to continue shaping our proposition as part of the executive team.”
David Morris, National Account Manager at National Friendly said: “National Friendly is on a genuinely exciting path. The team is actively designing products that reflect market needs, including flexible, non-underwritten options that stand out in the market. The culture here is refreshingly forward-thinking. I’m thrilled to be part of a business that’s challenging the status quo and making protection more accessible.”
-ENDS-
Contact:
Kevin Carr, CCC, kevin@carrcandc.co.uk
Karen Mignon, CCC, karen@carrcandc.co.uk
About National Friendly:
We’re a mutual society based in the centre of Bristol but with a national membership. Being a mutual means we’re owned by our members, so we always work with their best interests in mind.
Established in 1868, we have a long history of looking after people. Throughout our existence we’ve adapted to various changes in the world, and our products have evolved to meet the needs of our members.
We offer a wide range of health and protection products, to give peace of mind and financial security to those who need it. Backed by years of experience and a commitment to delivering exceptional service, National Friendly will always be there for you when you need us.
Website: www.nationalfriendly.co.uk
LinkedIn: national-friendly
