Allwyn UK has announced a new leadership structure to deliver the next stage of its transformation of The National Lottery.

The new senior team structure is designed to accelerate growth, increase returns for Good Causes and improve the experience for players and retail partners by bringing key commercial, customer and technology capabilities closer together around Allwyn’s Retail and Digital channels, while elevating the role of marketing across the business.

To strengthen the connection between supporting Good Causes and playing The National Lottery, a new dedicated Director of Social Impact role will focus on communicating the positive impact of The National Lottery on communities across the UK, creating even more compelling reasons for people to play. 

Current Chief Impact Officer Alastair Ruxton will take on this role, reporting to the CEO, to focus on the connection between Good Causes, social value and The National Lottery’s wider proposition.

As part of the focus on improving technology and customer experience, three executive roles – Chief Technology Officer, Chief Strategy & Transformation Officer and Managing Director, Digital – will come to an end, as technology capabilities will become more directly integrated into Digital, Retail and Security, with responsibility for strategy and the future direction of the business moving to the CEO.

Current Chief Technology Officer Mark Smith will leave the business, but continue as Technology Strategy Adviser until June 2027, providing continuity as the new structure is established. Richard Dawkins, Managing Director, Digital, will leave the business in December 2026 after nearly three years, having led its Digital business through a significant period of change and driven innovation in the games portfolio.

Sarah Venning, Chief Strategy & Transformation Officer, will leave Allwyn at the end of November 2026, having played an important role in shaping the company’s strategy and helping lead its transformation.

Two further new roles will be created to support this next phase of growth. A new Chief Digital Officer (CDO) role will bring together responsibility for digital products and channels, customer experience, technology, data and platforms, automation and AI, alongside accountability for the commercial performance of Allwyn’s digital channels.

A new Chief Marketing Officer (CMO) role will bring together Brand, Marketing, Creative, CRM, Communications, Product Marketing, Winners’ Services and Customer Experience to create a stronger and more consistent connection with players.

Stephen Taylor will join as interim Chief Marketing Officer on 17 November 2026. Stephen brings more than 30 years’ marketing experience across major consumer brands including PayPal, Samsung, Nokia and Pizza Express. He joins from CMO Thrive, the strategic marketing advisory business he founded.

The new structure will take effect from 1 December 2026.