Creative (Engine Room)

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 acrossthe USA (Michigan and Illinois) andEurope includingCzech Republic Austria GreeceCyprusand Italy.

While the main contribution of The National Lottery to society is through the funds togood causes at Allwynwe put our purpose and values at the heart of everything we us as we embark on a once-in-a-lifetime largescale transformation journey by creating a National Lottery that delivers more money togood causes.

Welltalk a bit more about us further down the page but for now letstalk about the role and whowerelooking for

Allwyns inhouse Engine Room

A fast-moving editorial and creative Engine Room that identifies develops and delivers culturally relevant stories and reactive content for the National Lottery and Allwyn in real time.

The Engine Room acts as the organisations central hub for storytelling combining newsroom instincts social creativity and earned-media thinking to ensure the National Lottery and Allwyn shows up meaningfully in the moments conversations and stories that matter to audiences across the UK.

This function aims to transform the National Lottery from a brand that simply communicates campaigns into one that actively participates in culture.

A bit about the role

• Reporting into the Senior Creative in Studio 59s creative team but works full time in the Engine room
• A fast-thinking culturally connected Creative to join the National Lotterys engine room creating reactive social-first content that taps into the stories moments and conversations people are already talking about
• This role sits at the centre of real-time creativity. Youll take story opportunities trends and cultural moments and quickly turn them into engaging creative across social earned and digital channels
• Youll work closely with researchers PR teams and social leads to create and deliver content at speed from reactive social posts and short-form video to campaign assets and culturally relevant storytelling.
• Someone who thrives in a fast-moving environment has strong editorial instincts and understands how to make content that feels timely shareable and genuinely part of the conversation.
• Thinks like a creator producer and editor all at once. Obsessed with culture trends and online behaviour and how to turn an idea into content fast.
• Understands the difference between simply posting and genuinely joining the conversation excited by the challenge of creating reactive content for one of the UKs most recognised brands.

Whatyoullbe doing

• Create fast-turnaround reactive content for social PR and digital channels.
• Turn trending topics news moments and cultural conversations into engaging creative ideas and executions.
• Produce social-first content including short-form video graphics captions memes motion assets and platform-native formats.
• Work collaboratively with story researchers PR teams and social leads to develop and execute ideas quickly.
• Respond to live events and emerging moments in real time where appropriate for the National Lottery brand.
• Help shape and maintain the tone voice and creative style of the National Lottery across social and earned media.
• Edit and adapt content quickly for different platforms and audiences.
• Contribute creative ideas during daily editorial and planning meetings.
• Ensure all reactive content is accurate on-brand and aligned with legal/compliance requirements.
• Stay on top of platform trends creator culture internet behaviours and evolving social formats.

What experiencewerelooking for

• Experience creating content in a fast-paced social newsroom agency entertainment or brand environment
• Strong understanding of what performs across TikTok Instagram X Facebook and emerging platforms.
• Excellent copywriting and visual storytelling skills.
• Ability to create high-quality content quickly without overworking ideas.
• Skilled in short-form video editing and social content production.
• Strong cultural awareness and instinct for timing tone and relevance.
• Comfortable working under pressure and reacting to live moments.
• Collaborative and solutions-focused with a proactive mindset.
• Experience managing risk approvals and reputational considerations in real-time communications.
• Strong understanding of audience behaviour across social and digital platforms.
• Confident presenting ideas and strategy to senior leadership.

Success in This Role Looks Like

• The National Lottery becoming more culturally relevant and socially visible.
• Increased earned media opportunities driven by reactive storytelling.
• Faster turnaround of high-quality content and creative responses.
• A joined-up editorial operation across PR social and marketing.
• A team recognised internally as the central hub for stories trends and creative opportunities.

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!Wereconstantly looking for new ways to excite our customers bringing new products to market toenjoywhich 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 andgood causesin 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 transitioned to renewable energy providers made our London and Watford offices zero gas and ensured our fleet consists of low-emission additionwereworking 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 diverse teams are working hard to make all parts of The National Lottery inclusive whether people play a game in a store or onlinebecause when everyone can play everyonewins..

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 colleaguesand their familiesat every stage of life and career. By prioritising wellbeing and belonging we create a workplace where everyone feels valued rewarded and empowered to people are more than colleagues -theyrewinners driving positive change and making a real difference in communities.

Benefits

• CompanyBonusScheme

• 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 SchemeMoney Coach Will WritingMortgage AdviceDental and Eye Care Schemes.

• EnhancedFamily Leave (MaternityPaternity Adoption)

• WellnessAllowance500

• Employee AssistanceProgramme

• Discounted Health Assessments

• Volunteering Days

• Matched Funding

We are a Disability Confident Leader which meanswevetaken 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 anyassistanceor adjustments to this job description or in the application process please contact a member of the talent team atandwellbe happy to help.