National Lottery selects Steve Parkinson for Brand and Marketing Director role

Allwyn UK, the incoming National Lottery operator, announced a senior-level appointment. The company confirmed it selected the experienced executive, Steve Parkinson, for the role of Brand and Marketing Director. Joining the National Lottery, he will fill in for the role of Ivor Burns, the current incumbent who will be stepping down in April.

Burns played an instrumental role for the National Lottery over the last 14 years. Throughout his career, he helped lead Lottery's exceptional team and played an important role in its growth. Under the watchful eye of Burns, the Lottery benefitted from effective integrated marketing campaigns.

Lucy Buckley, Allwyn's Chief Commercial Officer, thanked Burns for his efforts and dedication throughout his lengthy career with the National Lottery. In a statement, she revealed Burns leaves the National Lottery's brands "in great shape."

"In Steve, we have appointed a proven marketing leader who has been integral to the development and growth of key media brands," added Buckley. Finally, she pointed out: "We’re excited about what he can bring to Allwyn and The National Lottery, with his wealth of experience in senior marketing roles."

Parkinson was similarly thrilled, outlining that it is exciting for him to join the company at such an important moment considering the upcoming start of the fourth National Lottery license. "The National Lottery is a huge part of UK life and contributes so much to society through Good Causes funding – so to come on board at the very beginning of a new era, with a new operator, is incredibly exciting," he added.

Overall, Parkinson brings extensive experience after holding important leadership roles within different sectors. Before joining the National Lottery, he was a part of Bauer Media, where he held the role of Head of Strategic Partnerships and Events. While with Bauer, Parkinson also served as the executive lead for Cash for Kids, the company's national charity. Throughout his career at Bauer, he played an important role in the development and growth of brands such as Magic, Kiss, Jazz FM, Absolute Radio and Planet Rock, among others.

Besides Bauer, Parkinson was also a part of EMAP where he served as Marketing and Brand Director. During his tenure with the company, he was in charge of a number of media and creative agencies and managed a portfolio of consumer brands across different channels. Undoubtedly, Parkinson's extensive experience and wide range of skills are going to prove beneficial for his new role with the National Lottery.

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