Lead Insights Business Partner

At the heart of everything we do is our vision to change lives every day, and our mission to grow The National Lottery responsibly and champion its impact.  

We are Allwyn UK, part of the Allwyn Entertainment Group – a multi-national lottery operator with a market-leading presence across the USA (Michigan and Illinois) and Europe, including Czech Republic, Austria, Greece, Cyprus and 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 

This role is the embedded partner to the Brand and Communication leadership, translating consumer, brand and market insight into clear commercial action. They will be the go-to person who can attend meetings, deliver projects, create briefs and liaise with the wider Insights & Analytics team, drawing on all research, data and analysis available and commissioning additional projects / tracking where required.

What you’ll be doing 

This role leads strategic partnering with Brand and Communications teams to help shape insight-led strategy, providing a full and independent view of the customer and brand performance to drive measurable performance improvements.

• Strategic Business Partnering; act as a trusted advisor, translating business priorities into clear insight agendas embedding customer-first thinking across all activity. Challenge and influence plans to ensure alignment to commercial outcomes, regulatory context and long-term brand health.

• Brand & Communications Effectiveness; lead the development of a brand and comms measurement framework, encompassing brand tracking, campaign effectiveness and experimentation, partnering with the econometrics team to drive holistic marketing insight. Define, track and deliver clear performance KPI reporting for internal and external stakeholders.
• Insight Leadership; synthesise qualitative, quantitative and behavioural insights into clear, actionable recommendations, providing practical execution guidance for agencies and internal teams. Identify opportunities to improve brand positioning, messaging and customer experience. Champion holistic understanding of the customer based on wider Insight & Analytics team tracking and project delivery.
• Stakeholder Management & Influence; build strong relationships across the Impact team (including Marketing and Comms), Finance team (including Econometrics), Insight & Analytics and external media, creative and research agencies. Communicate complex findings in a clear, compelling and decision-oriented way.
• Leadership; Lead and coach the brand & comms insight team, setting clear priorities and driving delivery against strategic objectives. Foster a culture of continuous improvement, curiosity and accountability.

What experience we’re looking for 

We’re looking for an individual who brings deep expertise in brand and communications strategy, combined with strong commercial acumen and the ability to influence senior stakeholders, challenge thinking and operate effectively as a trusted, cross-functional business partner.

Brand & Communications Expertise

• Strong experience in utilising insights to drive brand strategy and campaign effectiveness
• Experience with measurement frameworks (e.g. brand tracking, campaign evaluation)
• Understanding of multi-channel environments (digital, retail, media, owned channels
• Strong grounding in consumer insight and drivers of brand perception, with experience working with campaign, player and brand trackers

Senior Business Partnering Capabilities

• Demonstrated experience acting as a strategic partner to senior stakeholder
• Ability to challenge constructively and influence without authority, navigating cross-functional team
• Excellent communication skills – able to distil complexity into clear executive narratives

Ways of Working

• Strategic and outcome-driven – focuses on impact, not activity
• Agile and test-and-learn orientated, embedding continuous improvement
• Resilient and adaptable, operating effectively in ambiguity
• Strong project/programme leadership capabilities

Desirable

• Experience working in a regulated, consumer-facing environment
• Background in behavioural science, psychology or advanced analytics
• Experience managing agency ecosystems

Key Measures of Success:

• Effectiveness & Capability; implementation and adoption of a best-in-class comms measurement framework, increased use of test-and-learn and experimentation across campaigns, strong integration of data, insight and decision-making
• Stakeholder Impact; positive feedback from senior stakeholders on quality of partnership and influence, evidence of better, faster decision-making driven by insight, strong alignment across Brand, Finance and Insight team
• Brand & Consumer Outcomes; improvement in brand health metrics, with clear evidence of shift in targeted consumer perceptions and behaviours
• Leadership & Delivery; delivery of key initiatives on time and to expected quality, development of a high-performing, engaged team and continuous improvement in ways of working and capability

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.. 

An inclusive reward offering with wellbeing at the centre 

At Allwyn, inclusion is built into how we care for our people. Our benefits and policies support colleagues and their families at every stage of life and career. By prioritising wellbeing and belonging, we create a workplace where everyone feels valued, rewarded, and empowered to succeed. Our people are more than colleagues - they’re winners, driving positive change and making a real difference in communities. 

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 [email protected] and we’ll be happy to help.