Creative Director

Join our journey to create a new experience for The National Lottery and help us to power change for the greater good.

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.

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.

We’ll talk a bit more about us further down the page, but for now – let’s talk about the role and who we’re looking for…

A bit about the role…

We are an innovative in-house function poised for growth and expansion. As we embark on this exciting journey, we are committed to delivering exceptional creative solutions that drive our brands forward. We are looking for someone who thrives on collaboration, creativity and pushing boundaries to set new standards in the industry.

You will work closely with various departments and external partners to align creative strategies with business goals for some of the UK’s most well-known brands including The National Lottery, Lotto, Euromillions, Set for Life and Scratchcards.

You’ll blend strategic leadership with hands-on creativity, inspiring and guiding a team of talented content creators and designers while also being willing to roll-up your sleeves when needed. You will have the gravitas to conduct conversations at a senior level, building relationships with senior players both within the organisation and external partners.

What you’ll be doing…

Creative Leadership & Vision:

• Lead, inspire, and mentor a multidisciplinary creative team, setting the vision and maintaining high standards for all creative work that engages across different target audiences.
• Develop and deliver creative approaches that align with business objectives while enhancing brand equity across all channels
• Stay abreast of industry trends, bringing fresh, forward-thinking ideas to the team and fostering a culture of innovation, curiosity and creativity.
• Demonstrate objective and well considered creative judgement across all work

Collaboration & Relationship Building:

• Help to establish Creative Hub as the ‘go to’ choice of creative partner within Allwyn, with a focus on our Brand Marketing colleagues
• Be able to deliver a compelling pitch for campaign ideas with gravitas to senior stakeholders
• Serve as a bridge between the creative team and wider internal stakeholders, ensuring alignment on campaign goals, brand guidelines, and strategic objectives
• Build exceptional relationships with external creative agency to foster cohesive and integrated creative solutions

Hands-On Creative Development:

• Take the lead on responding to relevant briefs including the development of creative strategies (‘the idea’), leading brainstorms and ensuring all work adheres to an overarching creative approach
• Actively participate in creative development, including originating and collaborating on conceptual content and design ideas, ensuring they stay true to a creative strategy
• Work closely with copywriters, designers, and content creators to bring brand stories to life across campaigns, always on and reactive content opportunities

Cross-Channel Expertise:

• Oversee and guide content development across all channels, ensuring messaging is consistent and impactful across digital, social media, email/CRM, and press
• Collaborate with digital, social, and CRM teams to optimise content for each channel’s unique audience while ensuring the brand’s identity remains cohesive

Embrace Technology for Creativity Enhancement:

• Champion the use of technology and innovative tools to relieve pressures of routine tasks, streamline workflows, and free up the team’s capacity for high-level creative work
• Explore and embrace digital tools that can aid in brainstorming, content development, and performance analysis to optimise creative output

What experience we’re looking for…

Experience:

• Proven experience as a Creative Director or in a senior creative leadership role within an in-house agency or creative agency
• Extensive background in multichannel campaigns, particularly across digital, social, and CRM channels
• Experience in regulated industries is beneficial but not a strict requirement

Creative Skills & Knowledge:

• Copywriting and conceptual skills, with a hands-on approach and willingness to write and edit when needed
• Strong understanding of brand identity, tone of voice, and brand equity preservation across all touchpoints
• A portfolio that demonstrates creative expertise across a range of media, with a focus on storytelling, digital content, and CRM engagement

Leadership & Collaboration Skills:

• An inspiring leader with a collaborative mindset who is passionate about mentoring and developing creative talent
• Excellent interpersonal and communication skills, with the ability to foster strong relationships with stakeholders at all levels and cross-functional teams
• Strategic thinking and problem-solving abilities, with an eye for detail and a commitment to quality
• Ability to collaborate and when required, lead, external partner relationships

Key Measures of Success:

• Establishing and integrating new role into the business and with agency partners
• Increased number of creative briefs coming to Creative Hub
• Levelling up of creative output from Creative Hub
• Maintain/increase engagement with creative team

About us:

• Innovation - We pride ourselves on it! We’re 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.

We operate a hybrid working model and require employees to work from our offices 3 days per week. For this role, we expect the Creative Director to spend time across our Watford HQ and London sites. These in-office days will be spread across the standard working week (Monday-Friday).

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 careers@allwyn.co.uk and we’ll be happy to help.

**Being the custodians of the National Lottery license is a big responsibility, so all of our roles are subject to extensive background checks**

A place of belonging…

We want 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 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 we’ve 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.

Benefits

An inclusive reward offering with wellbeing at the centre…

At Allwyn, we’ve put together a range of inclusive benefits and policies to support our colleagues at every stage of their lives and careers.

• 26 days paid leave (plus bank holidays)
• Annual bonus scheme
• 2 x Life Days
• 4 x Salary of Life Insurance
• Pension: we’ll match your contribution up to 8.5%
• Single Private Health Cover
• £500 Wellness Allowance
• Income Protection
• Enhanced parental leave (maternity and paternity)
• Eye Care, Dental and Cycle To Work schemes

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.