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
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Manage the development and execution of outbound communications activity supporting the National Lottery and across a particular set of the National Lottery suite of Games, within the Digital function.
- Leverage existing as well new CRM capability to support continuous optimisation of campaign activity.
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Manage the player experience with marketing and insight teams to formulate a segment-based communications plan in relation to areas of ownership.
- Own, in conjunction with the Campaign Manager, the appropriate growth, active and retention KPIs relating to specific Game & marketing activity areas.
What you’ll be doing
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Responsible for delivering world class multi-channel CRM campaign activity in relation to Game/The National Lottery area of ownership.
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Work collaboratively with the Campaign Manager to develop and optimise player communications strategy and plans that build engaging relationships with National Lottery players.
- Work collaboratively with the Campaign Manager to leverage promotional incentives to drive additional value across Game/The National Lottery area of ownership ensuring we are optimising engagement and investment returns.
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Input into coordinating weekly and quarterly campaign activity and overseeing successful end to end delivery.
- Input into the evolution of the CRM Campaign Management Process to ensure successful and agile delivery of campaign activity.
- Work collaboratively with the Data teams to influence the data development roadmap and measurement KPIs to support campaign activity and implementation.
- Interpret information on player behaviour and attitudes from multiple sources to create insight that inform plans & briefs.
- Work collaboratively with the Campaign Manage to develop CRM strategies and outputs to support the National Lottery Consumer plan including key moments within the year and associated Game Events and Marketing activity (where relevant).
- Responsible for developing continuous ‘test & learn’ initiatives to drive campaign optimisation.
- Ensure overall compliance with GDPR and latest legislation relating to new communications channels, data approaches, promotions and messaging.
- Ensure relevant Participant Protection CRM initiatives are being reflected as per Game campaign requirements.
- Responsible for related Game, Campaign and player CRM KPIs including activation, retention, reactivation and x-sell rates.
- Support on ad-hoc projects as necessary across the department.
What experience we’re looking for
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Solid knowledge of digital retention marketing channels
- Experience of campaign briefing and management
- Experience working with media and creative agencies
- Experience of email, SMS and app marketing
- Good project management skills
- Strong communication, presentation and analytical skills
- Ability to plan and organise own workload, with the strong attention to detail necessary to ensure campaigns are executed thoroughly and competently
- Ability to use Excel and PowerPoint to plan, gain insight from reporting and clearly demonstrate performance of campaigns
- Practical knowledge of online marketing methods and tools • The individual ideally has experience with a known brand with an understanding of marketing within a regulated industry
- Continually seeks to improve and be proactive
Key Measures of Success:
- Successful scaling & optimisation of CRM Campaign activity and related
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.
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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.
