Remembering Camelot: Tributes Pour in for Beloved CMO Keith Moor
Keith Moor, the dedicated CMO of Camelot, sadly lost his battle with cancer on Monday He will be remembered as a remarkable marketer and industry advocate May he rest in peace
Keith Moor, the Chief Marketing Officer (CMO) of Camelot, the operator of The National Lottery, tragically lost his life on Monday following a courageous two-year battle with cancer. Throughout his tenure of five years at Camelot, Moor made a remarkable impact by completely revolutionizing the marketing strategies of the organization.
Instead of viewing playing the lottery solely as a means for personal gain, Moor changed the perspective by emphasizing that players are actually contributing to the well-being of their local communities through their ticket purchases. During his tenure, there was a significant boost in business marketing investment, and the focus of advertising shifted from promoting short-term product-based activities to establishing a compelling narrative that effectively highlights the broader societal advantages of playing The National Lottery.
Moor is recognized for rejuvenating The National Lottery brand, regarded as one of the most remarkable success stories in recent years.
Before joining Camelot, Moor had a successful tenure at Santander for over 20 years, where he climbed the ranks to become the Chief Marketing Officer and member of the executive committee. He played a significant role in facilitating the bank's transformation from Abbey National to Santander.
In addition, Moor actively participated in the marketing community as a longstanding council member of ISBA. He was recognized for his commitment to driving positive change and advocating for marketing in the broader business sector. Moor also contributed to the Marketing Academy as a mentor and supporter.
He consistently featured in the Our Website's Top 100 most proficient marketers and was awarded the title of Marketer of the Year at the Our Website Awards in 2021. A frequent contributor to Our Website, he was renowned for his direct and relatable style, never shying away from voicing his views.
His wife Tania, children Charlie (18) and India (15), along with numerous individuals in the marketing industry, will fondly cherish his memory. Apart from his professional life, he dedicated his lifelong support to the Liverpool Football Club, traveling across the UK and Europe to watch the team until circumstances changed.
His funeral will take place on 5 September.
