We are Allwyn UK, part of the Allwyn Entertainment Group – a multi-national lottery operator with a market-leading presence in Austria, the Czech Republic, Greece, Cyprus and Italy. We have been officially awarded the Fourth Licence (10 year licence) to operate the National Lottery starting February 2024.
We’ve developed ground-breaking technologies, built player protection frameworks, and have a proven track record of making lotteries better. Our aim is to create one of the UK’s most inclusive organisations – where people can bring the best of themselves, to do their best work, every day, for the benefit of good causes.
Allwyn is an Equal Opportunity Employer which prides itself in being diverse and inclusive. We do not tolerate discrimination, harassment, or victimisation in the workplace. All employment decisions at Allwyn are based on the business needs, the job requirements, and the individual qualifications. Allwyn encourages applications from individuals regardless of age, disability (visible or hidden), sex, gender reassignment, sexual orientation, pregnancy and maternity, race, religion or belief and marriage and civil partnerships.
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 to build a bigger, better, and safer National Lottery that delivers more money to good causes.
Role Purpose:
This is a once in a lifetime opportunity to be part of the team with huge ambitions to transform the National Lottery Scratchcards category. We have big plans for this category to attract a new audience, tapping into new occasions, with new lifestyle products and longer term making them available in brand new places. All with the aim to raise even more money for good causes across the country.
You will define the strategy, objectives and build plans to grow National Lottery Scratchcards penetration. By getting more people playing a little, even more will be raised for good causes. You will oversee many elements of the marketing mix, working with people across the business and with our external partners to ensure our big ambitions are met through new positioning and communications. You’ll work closely with the Product team on exciting new products and the Retail team on finding new places to sell them.
Alongside this you will also define and execute our positioning and communications strategy for National Lottery Interactive Instant Win Games.
You will have two Brand Managers to help you realise these ambitions, and have the flexibility to split your time between working from home and in our offices (Watford and London)
Role Responsibilities:
* Define the long term strategy and objectives for National Lottery Scratchcards and Interactive Instant Win Games
* Act as a brand guardian for the organisation, actively inspiring, informing and educating all those in the business who work on the brands
* Lead the development and execution of engaging brand plans to drive brand performance.
* Build and bring, your brands proposition and big idea to life across various touchpoints, working collaboratively with internal teams and agencies (CRM, CX, Media, Creative, PR etc) to ensure alignment and flawless execution.
* Responsible for the delivery of high quality, integrated advertising and marketing campaigns including briefing relevant internal and external teams, developing and and signing off plans and assets (creative and media)
* Work collaboratively with the product team to ensure future product innovation delivers on the brand strategies, equity and long term objectives
* Deliver agreed sales, playership and brand targets for your brand, working closely with the product and wider commercial teams
* Know your brands inside out – be fully on top of internal and external brand performance metrics. Contribute to the tracking and interpreting of brand metrics, communicating knowledgeably reasons for brand's performance to a variety of stakeholders, collaborating to develop action plans accordingly to ensure the long-term health of the brand
* Continuously evaluate the effectiveness of marketing activities, working closely with Insights and commercial teams adjusting plans in line with learnings.
* Closely monitor industry and competitor activity, to ensure plans are maintained and adapted in a constantly changing, competitive environment
* Budget ownership and management ensuring most effective use of spend
* Maintain full awareness and understanding of appropriate legislation (e.g. Advertising Standards Association, BCAP Code) and ensure all activity is fully compliant with such legislation
* Understand the Brand Team’s Licence compliance responsibilities and ensure obligations are met at all times
* Ensure all activity delivered is aligned to our social value mission
* Manage two direct reports, providing clear direction, objective setting, coaching and developing them to deliver the business objectives and guide their personal development
Key measures of success:
To be successful in this role:
* You will already have fantastic marketing experience under your belt, ideally with a strong FMCG background and or examples of where you have repositioned a brand successfully.
* You will be passionate, tenacious; results focused and enjoy working in a highly energetic and exciting environment.
* Acting as a brand ambassador, you will have strong project management and analytical skills whilst being a collaborative team player.
* Pro-activity and enthusiasm are essential elements for this role.
* Have the ability to influence at all levels both internally and externally.
* Demonstrate strong communication skills, targeting a wide audience from customers to internal and external stakeholders.
* Be able to run sizable projects and work streams from concept to delivery.
* Have prior knowledge of running multi-pronged brand programmes.
* Be able to demonstrate your experience of managing and developing direct reports
Key skills and experience:
* Experience in leading a big brand, ideally in FMGC
* Experience in developing multi £m campaigns across multiple channels
* Experience of managing the creative development process and developing effective campaigns
* Excellent communication skills, you have the ability to develop a brand strategy and have the confidence to excite / align key stakeholders behind this
* Ability to understand how consumers consume brands, are influenced and shop in an ever-increasingly digitally driven world
* Ability to interpret and triangulate multiple data points / insight to inform brand, advertising and campaign briefs
* Experience of providing internal updates to all levels of seniority on brand plans and explaining the strategic rationale behind the positioning
* Experience in managing and optimising a large media and production budget
* Demonstrable experience in leading people, creating a high performance team culture and helping people realise their full potential
* Experience of developing brand plans in a regulated industry (e.g. Gambling Commission, Advertising Codes of Practice)
* Experience in brand evaluation and understanding of brand metrics to understanding the impact of our plans and identify optimisation opportunities
Benefits
* 34 days paid leave (This includes bank holidays)
* 2 x Life Days
* 4 x Salary of Life Insurance
* Pension: We’ll contribute 8.5%
* BUPA
* £500 wellness allowance
* Income Protection