Allwyn reshapes leadership to boost digital growth and good causes

The National Lottery operator is creating new marketing, digital and social impact roles while retiring three existing C-suite positions.

Key takeaways

• Allwyn UK is overhauling its leadership structure to strengthen digital operations, marketing and customer growth.
• Three new senior roles are being created: Chief Marketing Officer, Chief Digital Officer and Director of Social Impact.
• Chief Technology Officer Mark Smith, Managing Director of Digital Richard Dawkins and Chief Strategy and Transformation Officer Sarah Venning will leave the business.
• Phil Walker will take on responsibility for strategy and transformation alongside his role as interim chief executive.
• Allwyn aims to increase weekly returns to good causes from £30m to £60m by 2034

Allwyn UK has announced a major leadership restructuring as it seeks to build on the transformation of the National Lottery and accelerate future growth. The changes introduce new senior roles focused on digital, marketing and social impact while redistributing responsibilities from technology and transformation functions that are being phased out. The reorganisation comes shortly after Phil Walker was appointed interim chief executive following the departure of Adriana Vidler.

UK.- Allwyn UK is overhauling its leadership structure as the operator of the UK National Lottery seeks to strengthen its focus on technology, digital operations and customer growth. The changes come during a transition in senior management following the appointment of Phil Walker as interim chief executive in September, replacing Adriana Vidler, who had led the business for three years.

As part of the restructuring, the company is creating three new senior positions: Director of Social Impact, Chief Marketing Officer and Chief Digital Officer. Current Chief Impact Officer Alastair Ruxton will move to the Director of Social Impact role, while Stephen Taylor, founder of marketing consultancy CMO Thrive, will become interim Chief Marketing Officer from November 17. Recruitment for the Chief Digital Officer position is still ongoing.

The restructuring will result in the removal of three C-level positions. Chief Technology Officer Mark Smith, Managing Director of Digital Richard Dawkins and Chief Strategy and Transformation Officer Sarah Venning will leave the company. Venning is due to depart this month and Dawkins in December. Smith will continue working with Allwyn UK in an advisory capacity as Technology Strategy Adviser until June 2027.

Allwyn UK intends to redistribute responsibilities previously held within those technology-focused functions across its Digital, Retail and Security divisions, with overall oversight resting with Walker as CEO. Walker will assume the responsibilities of Chief Strategy and Transformation Officer.

“The transformation of The National Lottery has involved an enormous amount of work across our business,” he remarked. “Our challenge now is to turn that transformation into stronger growth, a better experience for players and retail partners, and more money for Good Causes. “That means putting customers closer to our decisions, giving our Retail and Digital businesses the capabilities they need to compete and innovate, and creating much clearer accountability for performance.”

Ruxton will be responsible for strengthening links between the National Lottery’s role in generating funding for good causes and Allwyn’s broader corporate and social value objectives. The role aims to help connect those aims to the wider National Lottery product portfolio, an area likely to attract attention when the National Lottery licence next comes up for renewal in 2034.

Allwyn UK has established a target of increasing weekly returns to good causes from £30m to £60m by 2034. Delivering on that ambition could prove significant in any future bid to retain control of the National Lottery licence.

Allwyn UK has operated the National Lottery since February 2024 as part of Allwyn International after winning the Gambling Commission tender against incumbent Camelot, which Allwyn later bought, Sisal and regular loser Northern & Shell. Since taking over operations, the company has pursued a programme of modernisation aimed at increasing ticket sales and contributions to good causes. This has included a nationwide upgrade of retail terminals, a requirement of its Gambling Commission licence, and the launch of the Powerball lottery format in the UK for the first time.

“Good Causes are at the heart of what makes The National Lottery special,” Walker said. “We have a real opportunity to help more people understand the extraordinary difference players make through The National Lottery and make that an even stronger reason to play.

“Changes of this scale inevitably affect people who have played important roles in getting us to where we are today. This next stage builds on what they have helped us achieve, and I want to thank them personally for the contribution they and their teams have made to The National Lottery.”

FAQs

Why is Allwyn UK changing its leadership structure?

The company says the changes are designed to support stronger growth, improve experiences for players and retailers, and increase funding generated for good causes by placing greater emphasis on digital, marketing and customer-focused capabilities.

What new executive roles is Allwyn creating?

Allwyn is establishing three new senior positions: Chief Marketing Officer, Chief Digital Officer and Director of Social Impact. Two appointments have already been made, while recruitment for the digital role is continuing.

Which executives are leaving Allwyn UK?

Chief Technology Officer Mark Smith, Managing Director of Digital Richard Dawkins and Chief Strategy and Transformation Officer Sarah Venning are leaving as part of the reorganisation. Smith will continue as a Technology Strategy Adviser until June 2027.

What is Allwyn’s target for National Lottery good causes funding?

The company aims to double weekly returns to good causes from £30m to £60m by 2034, a goal that forms part of its longer-term strategy for the National Lottery.