Digital Proposition Lead

We're looking for a Digital Proposition Lead to play a pivotal role in shaping how The National Lottery builds stronger, more rewarding relationships with players. Reporting into the Director of Digital and Commercial Operations, this role will lead our approach to retention mechanics, ensuring we test, learn and evolve quickly.

From objective loyalty tools like stamp cards and missions to sticky propositions and surprise-and-delight campaigns, you'll be responsible for experimenting with mechanics that drive engagement and value – without locking us into costly or inflexible solutions. Your job will be to balance feasibility and customer appetite with business impact, turning bold ideas into scalable realities that evolve the National Lottery experience.

 What you’ll be doing…

• Driving all aspects of the digital customer retention workstream, from concept and experimentation through to delivery and optimisation.
• Designing and running test-and-learn campaigns (e.g. pop-up promotions, gamified rewards, digital loyalty mechanics) to validate customer appetite and business impact before scaling.
• Collaborating closely with CRM, Digital, Retail, Marketing, Compliance and Technology to ensure retention initiatives are feasible, responsible and aligned with Player Protection values.
• Using customer insight, competitor analysis and market trends to inform the pipeline of new retention initiatives.
• Utilising the flexibility of digital experiences to enhance the Retail journey, expanding our digital footprint and associated retention capabilities in the process.
• Defining clear success measures for all retention initiatives and track performance using data and player feedback.
• Partnering with Finance and Commercial colleagues to assess the business impact of retention initiatives and recommend future investment.
• Communicating progress and insights to senior stakeholders, influencing the direction of loyalty within the wider proposition portfolio.
• Ensuring retention mechanics enhance, not complicate, the National Lottery brand and player experience.

We are Allwyn UK, part of the Allwyn Entertainment Group – a multi-national lottery operator with a market-leading presence across Europe which includes: Czech Republic, Austria, Greece, Cyprus & 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’ve developed ground-breaking technologies, built player protection frameworks, and have a proven track record of making lotteries better. 

• Innovation - We pride ourselves on it! We’re constantly looking for new ways to excite our customers, bringing new products to enjoy which is all underpinned 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 licence
• Sustainability – Our aim to be net zero by 2030 which would make us the first lottery provider globally to achieve this
• Inclusion and accessibility – We are making all parts of The National Lottery inclusive – whether you play a game in a store or online. 

We want to create one of the UK’s most inclusive organisations – where people can bring the best of themselves, to do their best work, every day, for the benefit of good causes.

Allwyn is an Equal Opportunity Employer which prides itself in being diverse and inclusive. We do not tolerate discrimination, harassment, or victimisation in the workplace.  All employment decisions at Allwyn are based on the business needs, the job requirements, and the individual qualifications.  Allwyn encourages applications from individuals regardless of age, disability (visible or hidden), sex, gender reassignment, sexual orientation, pregnancy and maternity, race, religion or belief and marriage and civil partnerships.

We are a Disability Confident Leader which means we’ve taken proactive steps to ensure our workplace is accessible and inclusive for disabled 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. 

• Proven experience in product and proposition evolution, ideally within digital consumer products.
• Strong track record of taking ideas from concept to delivery, with evidence of test-and-learn campaigns or pilots.
• Skilled at balancing commercial goals, technical feasibility, and customer insight to create viable solutions.
• Comfortable working cross-functionally with Technology, Marketing, CRM, Finance and Compliance teams.
• Strong analytical skills, able to interpret data and customer feedback into clear product or proposition decisions.
• Excellent stakeholder management skills, with the ability to influence and communicate at all levels.
• Familiarity with Agile ways of working and digital product development.
• Experience working in a regulated industry, ideally within UK gaming.
• Passion for creating engaging, rewarding digital experiences that drive customer loyalty.

• 26 days paid leave (plus bank holidays) 

• Annual bonus scheme 

• 2 x Life Days 

• 4 x Salary of Life Insurance 

• Pension: we’ll match your contribution up to 8.5% 

• Single Private Health Cover 

• £500 Wellness Allowance 

• Income Protection 

• Enhanced parental leave (maternity and paternity) 

• Eye Care, Dental and Cycle To Work schemes