Allwyn UK restructures executive team to focus on digital growth and good causes

Allwyn UK, the operator of the UK National Lottery, has announced a major leadership restructuring to accelerate growth and increase returns to good causes. The changes, announced on November 5, will take effect on December 1. The company is creating three new senior positions focused on digital, marketing and social impact while phasing out three existing C-suite roles. Interim chief executive Phil Walker will assume additional strategic responsibilities as part of the overhaul.

The new roles are Chief Digital Officer, Chief Marketing Officer and Director of Social Impact. Stephen Taylor, founder of marketing advisory firm CMO Thrive, will join as interim Chief Marketing Officer on November 17. Current Chief Impact Officer Alastair Ruxton will move into the Director of Social Impact role. Recruitment for the Chief Digital Officer position is ongoing. The restructuring results in the departure of Chief Technology Officer Mark Smith, Managing Director of Digital Richard Dawkins and Chief Strategy and Transformation Officer Sarah Venning. Venning will leave at the end of November, Dawkins in December and Smith will transition to a Technology Strategy Adviser role until June 2027. Their responsibilities will be redistributed across Allwyn's Digital, Retail and Security divisions.

“The transformation of The National Lottery has involved an enormous amount of work across our business,” Walker said. “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.”

Walker said the changes are designed to put customers closer to decisions and create clearer accountability for performance. The company intends to integrate technology capabilities more directly into its digital and retail operations. The new Chief Digital Officer will oversee digital products, customer experience, technology, data and artificial intelligence, with accountability for the commercial performance of digital channels. The marketing function will have a broader remit under the new Chief Marketing Officer, covering brand, communications, customer relationship management and product marketing. The Director of Social Impact will focus on communicating the positive impact of the National Lottery on communities and strengthening the link between playing and supporting good causes.

Good Causes Target

Allwyn UK has established a target of doubling weekly returns to good causes from £30 million to £60 million by 2034, the year the National Lottery licence is due for renewal. The new social impact function is intended to make the lottery's community funding more visible to players. “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.” The restructuring follows the completion of a major modernization programme under Allwyn's tenure, which began in February 2024. The programme 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. The leadership changes also come after the departure of former chief executive Adriana Vidler in August, with Walker appointed as her interim replacement in September.