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Brand Manager - Scratch Cards (12 months FTC)
Join our journey to create a new experience for the National Lottery and help us to power change for the greater good.
About us:
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.
Role Purpose:
This is a one in a lifetime opportunity to be part of the team with huge ambitions to transform the National Lottery Scratchcards category. You will work with the Senior Brand Manager to define and deliver the strategy, objectives and create the marketing 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 understanding the customer, new positioning and communications. You'll work closely with the Product team on exciting new products, the Retail team on Scratchcard exposure across the customer journey plus our own channel team and comms agencies to create compelling communications that drives action.
This role is offered on a 12-month FTC (Maternity Cover). We operate a hybrid working model requiring employees to work from the office 3 days per week.
Role Responsibilities:
* Act as a brand guardian for the organisation, inspiring, informing and educating all those in the business who work with the brands and impact the public and wider stakeholders.
* Support in the development and execution of engaging brand plans to drive brand performance.
* Support bringing the brand's 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.
* Support in the delivery of high quality, integrated advertising and marketing campaigns including briefing relevant internal and external teams, developing and signing off plans and assets (creative and media).
* Deliver agreed sales, playership and brand targets for your brands, working closely with the product and commercial teams.
* Know the brands inside out - be fully on top of internal and external brand performance metrics and contribute to the tracking and interpreting of brand metrics.
* Continuously evaluate the effectiveness of marketing activities, 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.
* Maintain full awareness and understanding of appropriate legislation (e.g. Advertising Standards Association, BCAP Code) and ensure all activity is compliant.
* Ensure all activity delivered is aligned to our social value mission.
Key Measures of Success:
* You will already have fantastic campaign development experience and be able to hit the ground running.
* You will be passionate, tenacious, results-focused and enjoy working in a highly energetic environment.
* 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 stakeholders.
Key Skills and Experience:
* Experience in developing multi £m campaigns across multiple channels in a fast-paced environment.
* Experience in the creative development process and developing effective campaigns.
* Excellent communication skills.
* Ability to understand how consumers consume brands in a digitally driven world.
* Ability to interpret and triangulate multiple data points to inform brand briefs.
* Experience of providing internal updates on brand plans and explaining the strategic rationale behind the positioning.
* Demonstrable experience in leading people and creating a high-performance team culture.
* Experience of developing brand plans in a regulated industry.
* Experience in brand evaluation and understanding of brand metrics to identify optimisation opportunities.
Our goal 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.
Company
Our vision is to grow the National Lottery responsibly, making it bigger, better and safer for all, with more to good causes.
What is unique about us?
Our preparations to transform the National Lottery will be a once-in-a-lifetime type of project in the lottery industry. Join our journey to create a new experience for the National Lottery.
Our approach
In Allwyn, the National Lottery will have an operator that has social value at its heart. We will raise more funding for Good Causes, while running our own business in an environmentally and socially responsible way.
We believe that lotteries must serve everyone across society, not just those who play. So whether as an employee, a supplier, a retailer or any of the stakeholders that we interact with, we will be powering good across the UK.
Media Clips
“I became an amputee in 2021 and I struggled to find my place back in the working world until Allwyn welcomed me with open arms. They have always focused on what I bring to the table and it is apparent that my disability is not what defines me within the company, but my skill. Allwyn has a noticeable strong focus on accessibility and inclusion, which makes me feel seen and like I have found a permanent home for my career.”Lorna Jeanes, Transition Co-ordinator.
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