Head of Consumer Communications & Campaigns

Reporting to the Director of Communications, the Head of Consumer Communications & Campaigns will lead how The National Lottery shows up for consumers across campaigns, winners and games. You'll set the strategic direction for consumer communications and lead a team of specialists to deliver compelling, audience-first storytelling across earned media, social and digital-first channels. This role plays a key part in making The National Lottery relevant, exciting and trusted for modern Britain. You'll work closely with senior stakeholders across Communications, Marketing, Public Affairs and Social Value, and provide senior counsel on consumer reputation and media risk. What you'll be doing

• Set and lead the strategy for Consumer Communications & Campaigns, aligned to the wider Communications and Impact strategy
• Lead proactive consumer PR across campaigns, winners and games, balancing planned moments with reactive opportunities
• Shape how The National Lottery shows up in contemporary culture, with a strong social-first and audience-first mindset
• Champion Good Causes storytelling in partnership with internal and external stakeholders
• Act as a senior advisor to executive stakeholders on consumer reputation, issues and media risk
• Lead, develop and engage a high-performing, inclusive team of communications specialists
• Create an environment where creativity, curiosity and great ideas can come from anywhere
• Use insight, data and measurement to assess impact and continuously improve outcomes
• Support responsible and effective use of AI tools to enhance insight, planning and content development, in line with governance
  
  Senior leadership experience in consumer communications, PR or campaigns
• A strong track record of making brands culturally relevant through earned and shared media
• Experience leading and developing high-performing teams
• Sound judgement in fast-moving or high-scrutiny environments
• Confidence working with and influencing senior leaders
Desirable
• Experience in entertainment, games or highly regulated consumer sectors
• Strong understanding of modern media consumption and social-first storytelling
• Experience using insight and analytics to inform communications strategy
• Familiarity with AI-assisted tools for insight, listening or content development
Key Measures of Success:
• Positive, high-quality consumer media coverage with clear cultural cut-through
• A proactive and consistent pipeline of consumer stories across campaigns, winners and games
• Clear evidence of impact through measurement, reporting and optimisation
• An engaged, inclusive team with strong development and delivery
  
  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., 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.


• 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.