Allwyn UK
CRM Campaign Executive - Automations & Transactional
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Role Overview
This role is focused on developing, executing, and optimising outbound CRM campaigns across email, push, in-app, and on-site channels to drive growth for The National Lottery. Working closely with the Campaign Manager, the role helps shape game-specific CRM strategies, supports continuous optimisation of campaign activity, and identifies new opportunities to maximise value across the portfolio of games. It also ensures all campaigns are delivered compliantly and in line with participant protection frameworks, helping to maximise returns to good causes.
Responsibilities
- Support the delivery of multi-channel CRM campaign activity
- Work with the Campaign Manager to help develop and optimise player communication plans
- Assist with the planning and coordination of weekly and quarterly campaign activity
- Support the use of incentives and promotional mechanics to increase player engagement and value
- Use player data and insight to help inform briefs, plans, and optimisation activity
- Collaborate with Data teams to support KPI tracking and campaign performance reporting
- Contribute to test-and-learn activity to help improve campaign performance
- Support consumer plans, key moments, and game events through CRM activity
- Ensure campaign activity complies with GDPR, communication regulations, and participant protection standards
- Monitor and report on performance against key CRM KPIs, including activation, retention, and reactivation
- Provide support on ad-hoc projects across the CRM function as required
Requirements
- Minimum of 2 years' experience of delivering CRM or retention marketing campaigns
- Good knowledge of delivering multi-channel CRM campaigns including email, app, and SMS
- Experience of briefing, planning, and optimising campaign activity
- Good experience of using Excel and PowerPoint to report on campaign performance
- Strong campaign management skills and ability to manage multiple initiatives
- Strong communication, presentation, and stakeholder-management skills
- Experience working with agencies and creative teams
- Experience of working within a regulated industry would be preferred but not essential
- A proactive, optimisation-focused mindset with attention to detail
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Key Measures of Success
- Achievement of agreed commercial, engagement, activation, and retention KPIs
- Successful delivery and optimisation of CRM campaign
- Demonstrable impact from test-and-learn and optimisation initiatives
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! We’re constantly looking for new ways to excite our customers, bringing new products to market to enjoy which 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 and good causes in 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 energy. We’ve already transitioned to renewable energy providers, made our London and Watford offices zero gas, and ensured our fleet consists of low-emission vehicles. In addition, we’re working 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 causes. Our diverse teams are working hard to make all parts of The National Lottery inclusive – whether people play a game in a store or online, because when everyone can play, everyone wins.
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Benefits
- Company Bonus Scheme
- 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 Scheme, Money Coach, Will Writing, Mortgage Advice, Dental, and Eye Care Schemes
- Enhanced Family Leave (Maternity, Paternity, Adoption)
- Wellness Allowance £500
- Employee Assistance Programme
- Discounted Health Assessments
- Volunteering Days
- Matched Funding
We are a Disability Confident Leader which means we’ve taken 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 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.
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