At the heart of everything we do is our vision to change lives every day, and our mission to grow The National Lottery responsibly and champion its impact.
We are Allwyn UK, part of the Allwyn Entertainment Group – a multi-national lottery operator with a market-leading presence across the USA (Michigan and Illinois) and Europe, including Czech Republic, Austria, Greece, Cyprus and Italy.
While the main contribution of The National Lottery to society is through the funds to good causes, at Allwyn we put our purpose and values at the heart of everything we do. Join us as we embark on a once-in-a-lifetime, largescale transformation journey by creating a National Lottery that delivers more money to good causes.
We’ll talk a bit more about us further down the page, but for now – let’s talk about the role and who we’re looking for…
A bit about the role
Reporting to the Senior Consumer Communications Manager, this role is responsible for driving brand relevance, trust and participation for The National Lottery through impactful, integrated consumer communications.
With a focus on both Good Causes storytelling and brand-building campaigns, you will develop and deliver work that connects play with purpose - helping audiences understand the real-world impact of every ticket purchased, while reinforcing the belief that “it could be you.”
Players raise around £33 million every week for projects across sport, arts, heritage and communities. Yet awareness of this impact remains a key opportunity. This role is critical in closing that gap, bringing to life the stories, people and moments made possible by National Lottery players.
On the brand side, your mission is to make the National Lottery feel modern, relevant and exciting. Through carefully crafted stories and campaigns, you will help drive brand reappraisal and attract new players, supporting efforts to double returns to good causes. You will develop and deliver stories centred on hope and optimism, which encourage the nation to truly believe it could be them.
As a creative storyteller, your work will be informed by audience insights and you will confidently produce content (press materials, images, video etc.) which informs, entertains, and ultimately consumers can’t help but share.
As someone with their finger on the pulse on media, social and AI developments, you will come with a proven track record of campaigns that successfully insert brands into the cultural conversation. You will also have established relationships with journalists and influencers, and a desire to grow and broaden your contacts.
This is an exciting time to join Allwyn - after a period of change, the next chapter is all about driving growth and creative consumer PR will be at the heart of our success.
What you’ll be doing
As the Consumer Communications Manager – Brand and Good Causes, you will:
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Deliver stories and campaigns that showcase National Lottery funding of good causes at scale
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Deliver stories and campaigns that promotes the National Lottery brand
- Draft press materials – including briefs, press releases, interviews etc.
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Support on shoots to produce high quality photography and video content
- Pitch stories to media to secure coverage
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Work with the National Lottery Promotions Unit (NLPU), Marketing, Social and other comms teams to ensure multi-platform storytelling, helping our content to reach a wide range of audiences
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Build and maintain relationships with media contacts
- Support in management of PR agency to ensure strong results
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Deliver reporting and evaluation, highlighting insights and actionable recommendations to improve performance
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Support Senior Consumer Communications Manager to innovate our PR approach in line with consumer trends and the evolving media landscape
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Stay up-to-date on digital communication trends and how AI can influence our work
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Support with budget management
What experience we’re looking for
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Significant experience in PR, media, or journalism
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Established media and relevant social influencer relationships
- Strong media relations skills with a track record of securing high-impact coverage
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Strong understanding of modern media consumption, consumer trends, and best practices
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Strong writing and communication skills
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High levels of creativity and strategic thinking
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Agency management experience
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A ‘can-do’ attitude with a positive, proactive mindset
About us
At Allwyn, we are dedicated to changing lives and growing the National Lottery responsibly, championing its positive impact on people, places, and the planet.
Innovation - We pride ourselves on it! We’re constantly looking for new ways to excite our customers, bringing new products to market to enjoy which is all supported by our responsible play values and making them accessible to all.
- Giving back – Did you know that playing the lottery generates around £30m a week for charities and good causes in the UK? Our aim is to have doubled this number by the end of the first 10-year license.
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Sustainability – Our aim is to become a net zero national lottery. We have 2030 targets to decarbonise our operations and energy. We’ve already transitioned to renewable energy providers, made our London and Watford offices zero gas, and ensured our fleet consists of low-emission vehicles. In addition, we’re working with our value chain partners to develop a net zero target date.
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Empowering every voice – We believe in creating a culture where everyone feels they belong, can be themselves, has access to opportunities and can thrive for the benefit of good causes. Our diverse teams are working hard to make all parts of The National Lottery inclusive – whether people play a game in a store or online, because when everyone can play, everyone wins..
An inclusive reward offering with wellbeing at the centre
At Allwyn, inclusion is built into how we care for our people. Our benefits and policies support colleagues and their families at every stage of life and career. By prioritising wellbeing and belonging, we create a workplace where everyone feels valued, rewarded, and empowered to succeed. Our people are more than colleagues - they’re winners, driving positive change and making a real difference in communities.
Benefits
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Company Bonus Scheme
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Matched pension contributions up to 8.5%
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26 days annual leave + 2 Life Days (and bank holidays)
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Single Private Health Cover
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Complimentary Private Medical
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Income Protection
- Flexible Benefits – EV Scheme, Money Coach, Will Writing, Mortgage Advice, Dental and Eye Care Schemes.
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Enhanced Family Leave (Maternity, Paternity, Adoption)
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Wellness Allowance £500
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Employee Assistance Programme
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Discounted Health Assessments
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Volunteering Days
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Matched Funding
We are a Disability Confident Leader which means we’ve taken proactive steps to ensure our workplace is accessible and inclusive for disabled and neurodivergent colleagues and candidates. As part of this we offer an interview to disabled applicants who meet the essential requirements of the job.
If you need any assistance or adjustments to this job description or in the application process, please contact a member of the talent team at [email protected] and we’ll be happy to help.
