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
Lotto is one of the UK’s most iconic and trusted brands — embedded in the cultural fabric of the nation and delivering life-changing wins every week. As Brand Manager for Lotto, you will play a central role in how the brand shows up, grows, and connects with players.
You will work closely with the Senior Marketing Manager to deliver compelling campaigns, develop creative platforms, and shape the messaging that drives participation and player belief. You’ll bring structure, creativity, and strategic thinking to every brief — ensuring our communications are grounded in insight, designed to influence behaviour, and executed with consistency and craft.
This is a delivery-focused role with creative ownership — you will lead campaign development from brief to execution, managing internal and external stakeholders, and ensuring Lotto’s brand shows up powerfully across all touchpoints, from ATL to CRM to customer service.
Success in this role will come from combining campaign craft with curiosity — understanding what moves our players, how our brand is perceived, and how each piece of communication contributes to commercial outcomes and long-term brand strength.
What you’ll be doing
Creative Development & Campaign Delivery
* Write clear, compelling creative briefs rooted in player insight, behavioural intent, and commercial goals
* Own day-to-day creative development and execution across channels
* Manage agency partners and internal teams to deliver work on-time and on-brief
* Lead creative reviews, feedback cycles, and asset finalisation with rigour and clarity
* Ensure every campaign idea has platform potential — able to scale across formats and touchpoints
Brand Expression & Channel Integration
* Ensure Lotto’s brand is consistently and clearly expressed across all player touchpoints
* Collaborate with CRM, Retail, and Digital teams to brief and align messaging
* Maintain asset libraries and brand guidelines to support cross-channel consistency
* Take ownership for how Lotto ‘shows up’ — whether in-store, online, or via player communications
Performance Monitoring & Continuous Improvement
* Track campaign performance and contribute to evaluation and learning cycles
* Use player insight and brand tracking to refine messaging and creative approach
* Stay informed on creative trends, competitive activity, and new opportunities for engagement
* Contribute to test-and-learn strategies to evolve message, tone, and impact
Success Measures / KPIs
* Creative quality and relevance of campaign assets
* Timely delivery and execution across channels
* Brand consistency and clarity in owned and partner channels
* Campaign effectiveness and player engagement feedback
* Positive collaboration and feedback from cross-functional teams
Key Interfaces
* Senior Marketing Manager – Lotto – strategic guidance, prioritisation, campaign leadership
* Product Manager – proposition understanding, innovation alignment
* Senior Campaign Planner – activation planning and readiness
* Creative Services / Agencies – creative development and production
* Media – messaging execution, asset trafficking
* CRM / Digital / Retail – message adaptation and brand expression
* Insight & Strategy – brand health tracking and player understanding
* Customer Service / Contact Centre – player messaging and brand alignment
What experience we’re looking for
Core Skills & Experience Required
* 3–5 years+ in brand marketing, campaign delivery, or communications
* Strong creative sensibility — confident briefing and reviewing creative work
* Excellent project and stakeholder management skills
* Familiarity with integrated campaign development and channel nuance
* Strong written and verbal communication, with attention to detail
* Experience in fast-paced consumer, regulated, or entertainment categories a plus
Behaviours & Mindset
* Player-first — driven to deliver messaging that informs, inspires, and resonates
* Structured and organised — keeps multiple projects on track
* Creatively ambitious — pushes for work that is bold and on-brand
* Collaborative — builds strong relationships with internal teams and agency partners
* Curious — always seeking to learn, iterate, and improve
* Accountable — takes ownership of quality, delivery, and how Lotto shows up
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.
* 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.
* 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
* Company Bonus Scheme
* Matched pension contributions up to 8.5%
* 26 days annual leave + 2 Life Days (and bank holidays)
* Single Private Health Cover
* Complimentary Private Medical
* Income Protection
* Flexible Benefits – EV Scheme, Money Coach, Will Writing, Mortgage Advice, Dental and Eye Care Schemes.
* Enhanced Family Leave (Maternity, Paternity, Adoption)
* Wellness Allowance £500
* Employee Assistance Programme
* Discounted Health Assessments
* Volunteering Days
* 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 careers@allwyn.co.uk and we’ll be happy to help.