Allie Lawson
Allie Lawson
head of SMB brand and marcomms
O2

Allie Lawson leads O2’s small and medium business marketing communications team, following roles at Direct Line and BT. A key member of O2’s marketing leadership team, and also one of 2020’s The Drum Future 50, Allie joined O2 during the pandemic and in a year like no other, has rolled out several multi-million-pound campaigns in a bid to make O2 famous for business.


Before joining O2, Allie oversaw the development of Direct Line’s SME brand advertising, customer communications, PR, and digital marketing. Prior to that she worked in BT’s three customer facing divisions - global, SME and consumer – working on campaigns, events, launching the first digital Black Friday for existing customers, and setting up new CRM programmes, amongst other things. 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 enjoying much-needed freedom after recently completing her Executive MBA. 

Allie.Lawson@telefonica.com