Camelot operator of the UK National Lottery, today named Keith Moor as its Chief Marketing Officer. Starting in September 2019, Keith will report directly into Camelot’s CEO, Nigel Railton, and will have a broad remit across all areas of The National Lottery’s marketing and player communications – including responsibility for the company’s relationship with Adam&Eve/DDB, its retained agency.

Keith has spent the last 24 years at Santander, and is currently its Chief Marketing Officer and a member of its UK Executive Committee. He joined Santander in 1995 as Group Marketing Manager and worked his way up through the company, holding numerous positions – including Head of Marketing Communications; Head of Communication Planning, Evaluation and Sponsorship; and Director, Brand and Communications.

In his time at Santander, Keith established and executed a strategy to move to a more purpose-led business – which helped to drive cultural change, improved customer satisfaction and produced a clearer vision for the company. He also led the transformation of the company’s marketing function to be better equipped for the digital age and launched the Santander brand into the UK market with two award-winning campaigns.

Camelot’s CEO, Nigel Railton, commented: “Keith is joining Camelot at a pivotal time – as we celebrate the 25th year of The National Lottery. It’s also an important time for our marketing function specifically, as we strive to continue to better connect The National Lottery’s purpose with play – to raise even more money for Good Causes.

“We’ve made some good progress – for example, with the launch of our ‘Amazing Starts Here’ brand strategy and our return to primetime Saturday night TV – and we’re looking forward to seeing how we can further build on this, with someone of Keith’s calibre leading the team.”

Keith Moor said: “I’m delighted to be joining Camelot and am honoured that I will be playing a key role in looking after The National Lottery brand – which is so well-known and does so much for Good Causes across the UK. It sounds like the team have been doing a fantastic job of moving to a more brand-led approach and trying new things – and I can’t wait to get stuck in.”