Director of Brand Communications and Strategy Planning
Director of Brand Communications and Strategy Planning
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Job Description
We are Allwyn UK part of the Allwyn Entertainment Group a multi-national lottery operator with a market-leading presence across Europe which includes: Czech Republic Austria Greece Cyprus & Italy. We also operate in Illinois USA.
While the main contribution of The National Lottery to society is through funding good causes at a rate of 30m each week 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 over the course of the new L4 licence from the UK Government.
Well talk a bit more about us further down the page but for now lets talk about the role and who were looking for
A bit about the role
The Director of Brand Communications and Strategy Planning will play a pivotal role in shaping the strategic and creative direction of our Marketing and Family of Games strategy. Reporting directly to the Marketing and Product Director this role will work alongside Director of Product and Head of Media. Together these roles will be responsible for the leadership and delivery of the marketing consumer propositions communications and media plans which contribute to the commercial and brand success of Allwyn UK all whilst growing The National Lottery responsibly.
Together you will develop and execute a dynamic 18-month rolling plan and marketing calendar with a clear roadmap of propositions and campaigns aimed at attracting surprising and delighting new occasional and loyal consumers. This will ultimately increase the active consumer play base by getting more people to play and interact more often all within the player protection and responsible play guidelines.
We operate a hybrid working model and require employees to work from our offices 3 days per week. The successful candidate will spend time across our Watford HQ and London sites. These in-office days will be spread across the standard working week (Monday-Friday).
What youll be doing
Strategic Leadership:
- Define create and lead the overarching marketing strategy including brand communications The National Lottery (TNL) brand and its Family of Games (FoG) ensuring alignment with Allwyn UKs strategic plans and goals.
Creative Leadership:
- Define and deliver the creative strategy and vision across the TNL brand and theFamily of Games and other emerging pillars i.e. consumer loyalty programme.
- Foster innovation and creativity in campaign development to enhance brand appeal and grow consideration. You will lead ongoing games and brand communications support the launch of new products/experiences and brands in what will be a busy ambitious and exciting new chapter for TNL and its FoG.
Campaign Development:
- Set the creative strategy for the Family of Games with oversight of the individual games and communications plan. You will ensure that the Heads of Product Marketing set individual game strategies and campaigns that are in turn engaging and successful resonating with our target audiences utilising insights and data to inform the individual game and category strategies. Furthermore they will drive return to good causes and EBITDA for Allwyn and specifically deliver against the agreed KPIs.
- You will lead and work with world-class third-party agencies as well as inhouse creative specialists to generate and realise successful outcomes from campaigns. Strong leadership and creating a winning partnership with the external and internal creative agencies is a key deliverable of this role. Ensuring a strong working relationship with the Head of Media to align with the media and channel team and agencies to ensure delivery of truly integrated marketing communications. You will also work to upskill the internal Allwyn team in this area.
- You will be ambitious and strive for continuous improvement and will set high standards for everything and everyone you work with. You will develop / champion best in class practices for producing world class work i.e. best in class briefs agency briefings response to briefs
Collaboration:
- Work closely with the Marketing and ProductDirector and Director of Product to ensure that game and product propositions are effectively integrated into world class and best practice brand communication campaigns and partner with the Head of Mediato maximise campaign reach and effectiveness across all channels and relevant audiences
Market Insights:
- Champion being consumer driven and insight ledand partner with the relevant teams to ensure thorough market research and analysis to identify trends opportunities and challenges within the gaming landscape adjusting campaigns and projects to have the best chance of success.
Performance Measurement:
- Have a strong commercial focus and work with relevant teams and parties to establish key performance indicators (KPIs) to evaluate the success of the marketing strategy plans and communications using insights to drive continuous improvement of creative campaigns and innovation.
Team Leadership:
- Build and lead a high-performing brand and strategy team fostering a culture of creativity collaboration commerciality and accountability. You will lead and manage an in-year strategy and planning team as well as activation team to deliver on creative briefs outlined by the Marketing and Product Director Director of Product and Head of Media.
- You will act as an effective leader and manager cross function too so that collectively the wider marketing and media team plan and execute in a timely and effective manner in all they do measuring objectively.
Budget Contract and Assurance Management:
- Manage significant annual contracts and campaign budgets; work in detail with assurance legal and compliance specialists to ensure all campaigns are legal decent and honest and befitting for licensed brands by the Gambling Commission such as TNL and FoGs.
What experience were looking for
Proven Marketing Communications and Brand Strategy Experience:
- Developing and delivering comprehensive marketing communications and brand strategies.
- Leading and manage creative direction across multiple campaigns and product launches.
- Successfully manage multiple campaigns and products/games simultaneously.
- Ability to articulate complex ideas clearly and persuasively across all levels of the business.
Consumer Behaviour and Market Trends:
- Developing and delivering successful marketing campaigns with a focus on commercial and consumer growth.
- Demonstrating a strong track record of delivering commercial revenue across multiple projects against stretching objectives.
Leadership:
- Building and leading high-performing teams fostering positive culture collaboration commerciality and accountability.
- Inspire upskill and motivate direct team and cross-functional teams.
Data and Insight:
- Experienced in using analytics to inform strategy and measure campaign success.
- Leading the way in making data-driven decision making and fostering a culture of continuous improvement.
- Developing consumer driven strategies for growth.
- Utilisation of consumer insights and market research to inform marketing strategies and campaigns.
Agency and Vendor Management:
- Leading and collaborating with world-class this party agencies and in-house creative team.
- Managing relationships with external agencies and vendors ensuring ongoing successful partnerships accountability and deliverables.
Career Experience:
- Significant experience operating within FMCG Retail Gaming and Entertainment sectors.
- A passion for gaming and commitment to responsible play.
- An understanding of the unique dynamics of the lottery gaming and entertainment industry.
- Familiarity working within regulated environments.
Key Measures of Success:
- Growth in active consumer player base and revenue: Increase the number of active players and drive significant commercial growth.
- Campaign execution: Deliver impactful marketing campaigns with significant reach engagement and conversion rates.
- Brand and consumer engagement: Enhance brand appeal and consumer loyalty through innovative brand strategies.
- Effective Leadership: Build and lead a high performing collaborative team.
About us:
Weve developed or are developing ground-breaking technologies built player protection frameworks and have a proven track record of making lotteries better.
- Innovation - We pride ourselves on it! Were constantly looking for new ways to excite our customers bringing new products to enjoy which is all underpinned 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 licence.
- Sustainability Our aim to be net zero by 2030 which would make us the first lottery provider globally to achieve this.
- Inclusion and accessibility We are making all parts of The National Lottery inclusive whether you play a game in a store or online.
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 and well be happy to help.
An inclusive reward offering with wellbeing at the centre
At Allwyn weve put together a range of inclusive benefits and policies to support our colleagues at every stage of their lives and careers.
Heres a list of some of the fantastic benefits we offer
- Company bonus scheme
- Matched pension contributions up to 8.5%
- 26 days annual leave 2 Life Days (and bank holidays)
- Complimentary Private Medical
- Life Assurance
- Enhanced Maternity & Paternity leave
- 500 wellness allowance
- Access to nutritional advisor and personal trainers
- Discounted Health Assessments
- Complimentary Financial coaching
Our benefits and policies reflect our commitment to wellbeing and inclusivity and are enhanced with features that benefit our colleagues (and their families). By offering a variety of benefits that support our colleagues we continue to create a place of work where people feel rewarded and can succeed.
We want to create one of the UKs 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.
We are a Disability Confident Leader which means weve taken proactive steps to ensure our workplace is accessible and inclusive for disabled colleagues and candidates. As part of this we offer an interview to disabled applicants who meet the essential requirements of the job.
Required Experience:
Director
Employment Type
Full-Time
