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…
As GTM Planner, you are the day-to-day delivery owner of TNL Christmas Go-To-Market project. You are responsible for translating the GTM strategy and playbook into impeccably managed, joined-up execution - owning the plan, driving cohesive cross-functional coordination, and ensuring every workstream is moving in the right direction at the right time. You sit at the centre of the 12 GTM workstreams, joining the dots, anticipating risks, and solving problems to deliver launches on time, in full, and to the standard players deserve.
What you’ll be doing…
1. GTM Project(s) Delivery Ownership
- Own TNL Christmas GTMs end-to-end - from mobilisation through launch, delivering every phase to time, quality, and agreed scope (OTIF).
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Build and maintain integrated GTM delivery plans covering scope, milestones, risks, dependencies, and owners across all workstreams - maintained in Workfront as the single source of truth for your programme
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Run all GTM-related forums for your assigned projects(s) - including weekly status sessions, readiness reviews, and working groups - ensuring decisions are captured, clearly communicated, and actioned with pace.
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Drive day-to-day coordination and decision making across internal teams, agencies, and partners - creating cohesive cross-functional execution that ensures launch readiness across every player touchpoint.
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Ensure media and creative requirements are defined to form clear deliverables and deadlines
- Play a key role in contributing to POES development and owning end to end delivery of POES (Paid, Owned, Earned, Shared) plans, working closely with Brand and Marketing Managers to ensure integrated execution across all consumer touchpoints
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Contribute into the shared portfolio view at Bi-weekly and Monthly Planning sessions - surfacing risks, dependencies, and learnings that keep the broader GTM programme moving at sustainable pace.
2. Cross Functional & GTM Alignment
- Orchestrate delivery across the 12 GTM workstreams - creating clarity on roles, timing, dependencies, and decision points that keeps every function moving in step throughout the programme lifecycle.
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Act as the single point of contact for GTM execution on your assigned programmes - ensuring consistent communication, clear decision-making, and alignment across all functions and agency partners.
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Partner closely with the Head of Product Marketing as game owner across the full GTM execution - maintaining strong collaboration and clear handoffs at every stage.
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Anticipate delivery risks, gaps, and trade-offs early - escalating with a clear recommendation to the GTM Programme Lead to ensure issues are resolved before they become blockers.
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Facilitate and ensure all GTM outputs/decks are executed in line with brand, regulatory, and operational requirements - including Gambling Commission obligations - maintaining compliance as a non-negotiable at every touchpoint.
3. Execution Excellence & Player Focus
- Translate commercial and player objectives into high-quality, joined-up GTM execution - ensuring the product marketing strategy, GTM narrative, and brand positioning land consistently and compellingly across every consumer touchpoint.
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Bring a consumer-first lens to every delivery decision - continuously interrogating whether execution is resonating with the player, and surfacing friction points or gaps to the GTM Program/Portfolio Lead.
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Work closely with Product Marketing to execute messaging and creative output faithfully across all workstreams - maintaining the integrity of the commercial story from strategy through to player-facing delivery.
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Drive operational readiness across all workstreams - building testing, optimisation, and iteration into the delivery plan to ensure every touchpoint executes at the highest standard.
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Lead on approvals and stakeholder management across workstreams - maintaining quality and sustainable pace, and escalating where sign-off is at risk of causing delay.
4. Embed, Handover & Continuous Improvement
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Ensure reporting and tracking is completed and accurate at each phase - laddering into Hypercare and giving the GTM Programme Lead a clear, real-time view of programme health.
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Drive a structured handover into BAU teams in partnership with the GTM Programme Lead - ensuring clarity on ownership, metrics, and ongoing optimisation before the programme closes.
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Feed performance insights, learnings, and improvement opportunities back to the GTM Programme Lead - contributing specific, evidenced observations that continuously sharpen the playbook and elevate GTM delivery across the function.
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Contribute actively to retrospectives and continuous improvement initiatives - bringing a mindset of reflection and learning that raises the bar on execution quality with every cycle.
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Proven experience in GTM campaign planning or campaign delivery, ideally within a fast-paced, cross-functional environment
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Strong ability to build and manage integrated plans, tracking milestones, dependencies, risks, and progress across multiple stakeholders
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Experience working with cross-functional teams (e.g. Product Marketing, Brand, Media, CRM, Compliance, Agencies) and keeping workstreams aligned and moving at pace
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Confidence facilitating planning forums, status updates, and stakeholder communications, ensuring clarity and accountability throughout delivery
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Solid understanding of marketing channels and campaign execution, including Paid, Owned, Earned, and Shared (POES) activity
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Highly organised with excellent attention to detail, able to manage multiple priorities without losing sight of timelines or quality
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Proactive mindset with the ability to anticipate risks, identify gaps, and support issue resolution before they impact delivery
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Strong communication and stakeholder management skills, with the ability to influence, align, and keep teams focused on shared outcomes
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Experience using planning or project management tools (e.g. Workfront, Asana, Jira, Monday.com) to manage delivery and reporting
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Comfortable working within regulated environments, ensuring outputs meet brand and compliance requirements
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A commercial and customer-focused mindset, with an understanding of how planning supports effective, player-first execution
Key Measures of Success:
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GTM programmes delivered on time, in full, and to agreed scope (OTIF) across all assigned projects.
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Well-run, clearly communicated GTM execution with minimal re-work, late escalation, or delivery surprises.
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Strong cross-functional alignment and delivery confidence across all 12 workstreams throughout the programme lifecycle
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All GTM outputs executed in line with brand, regulatory, and compliance requirements - with zero compliance failures.
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Smooth embed and structured handover into BAU with clear ownership, accountability, and performance metrics in place.
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Active contribution to GTM function improvement - with learnings fed back consistently and retrospective insights that sharpen future delivery.
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.
