Job Description
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…
Allwyn’s inhouse agency: Studio 59
Studio 59 is Allwyn’s new inhouse agency. A fast, integrated hub built to elevate how we tell The National Lottery’s story. Bringing creative, production, planning and media together across a single, integrated team, we’re engineered for pace, efficiency and standout quality.
Our mission is simple: create bold, social first, audience led work that strengthens player engagement and gives The National Lottery a single, authentic brand voice. With a _best of both_ model that blends strengthened internal talent with top tier external partners, we deliver dynamic, personalised content at scale.
A bit about the role
Reporting to the Social Media and Content Lead, the Social Media Manager is responsible for the creation and delivery of organic social media plans across TNL owned properties.
The role works closely with the wider Media and Channel Activation Team and Marketing department to ensure that campaigns and content are planned, published and where relevant supported with paid media in the most effective way to bring The National Lottery brand to life on social media, providing our players with a best-in-class social experience.
The role also collaborates with the Social Media Engagement Team in Customer Operations to ensure that all campaigns and content plans are briefed in effectively and monitored.
What you’ll be doing
Shape and deliver The National Lottery’s owned social media platforms, organic content plans and influencer marketing campaigns, developing new and innovative storytelling techniques across Meta (Facebook and Instagram), TikTok, Twitter and YouTube.
Lead social media channel responses as part of the Campaign Development Process, ensuring that highly effective and measurable campaigns are at the heart of our Marketing moments.
Deliver cross-functional plans, collaborating with owned and earned teams to ensure campaigns and messaging are joined up.
Own the briefing process for in-house creative team across reactive and planned social opportunities.
Responsible for developing and maintaining organic social media content calendars, delivering timely content laydowns to all key Marketing forums.
Collaborate with the Paid Social Manager and agency partners to provision paid media support for social media content.
Keep up-to-date with social media platform developments and trends to educate the business and influence stakeholders to adopt new ideas and approaches.
Deliver clear and meaningful reporting, insights and recommendations.
Collaborate across the Media team to build ‘test and learn’ initiatives designed to drive continual improvements to organic reach, engagement and player positivity.
Represent, enhance and protect the reputation of The National Lottery brand across all social media platforms by ensuring all content and copy adheres to TNL brand personality and tone of voice.
Oversee all social media content publishing approvals with relevant internal stakeholders within a highly regulated organisation.
Accountable for all social media content publishing processes and procedures and ensure that they are continuously updated and fit for purpose.
Key contact for external SMMS platform vendor (Sprinklr); driving forwards success roadmaps, product enablement and agency partner adoption.
What experience we’re looking for
Significant demonstrable of social media in house and/or agency experience, with a strong platform and content strategy background.
Experienced working with big brands within Retail, FMCG, Telco, Gambling or Entertainment sectors.
Previous B2C experience is essential, with a strong understanding of how to engage and grow consumer audiences across social platforms.
Proven track record of delivering best-in-class storytelling across social media for content-driven brands.
Social media native with an excellent knowledge and proven understanding of social media platforms (nuances, features and formats) and organic / paid social media principles.
Strong relationship builder and able to manage demanding stakeholders inside and outside the business by leading rather than following.
Ability to prioritise tasks, manage deadlines, adapt with changing priorities, and balance short-term needs with long-term strategic initiatives in a fast-paced, ambiguous environment.
Excellent copywriting skills with a keen eye for grammar and spelling.
Proven ability in creating and delivering engaging presentations for a variety of stakeholders.
Experience with social enterprise and work/project management tools such as Sprinklr and Workfront.
Experience working in a regulated industry (i.e. gambling, financial or alcohol) and delivering social media content that adheres to guidelines set by ASA / CAP is desirable (though not essential)
Candidates must be able to travel between, and work from, our London and Watford offices three days per week as part of our hybrid working model.
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.
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.
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
