In a strategic move signaling a new era for The National Lottery, Allwyn UK has welcomed Steve Parkinson as its new Brand and Marketing Director. Parkinson, with a rich background in senior marketing roles at prominent media brands, is poised to lead the marketing initiatives as The National Lottery embarks on its fourth license period.
Steve Parkinson’s Career Journey:
Steve Parkinson joins Allwyn UK from Bauer Media, where he held key positions overseeing the growth and brand development of renowned radio stations, including Kiss, Magic, Absolute Radio, Jazz FM, and Planet Rock. His expertise also extends to strategic partnerships and events, where he served as the executive lead for Bauer’s national charity, Cash for Kids.
Before his tenure at Bauer, Parkinson contributed significantly to EMAP as its Marketing and Brand Director. Prior to that, he spent almost a decade at Chrysalis, holding pivotal roles such as Managing Director and Marketing Director for the Heart, Galaxy, and LBC brands.
Allwyn’s Perspective on the Appointment:
Lucy Buckley, Allwyn’s Chief Commercial Officer, expressed confidence in Parkinson’s ability to drive Allwyn and The National Lottery’s marketing endeavors. She highlighted his proven track record and wealth of experience in senior marketing roles. The transition from Ivor, the outgoing executive, was acknowledged as well, with praise for his substantial contributions to The National Lottery’s brands.
Steve Parkinson’s Vision:
In his statement, Steve Parkinson expressed his delight at joining Allwyn during a crucial period, as The National Lottery approaches the commencement of its fourth license period. Recognizing the significant societal impact of The National Lottery’s contributions through Good Causes funding, Parkinson conveyed his excitement about being part of a new era with a new operator.
IGT’s Recent Development:
In a parallel development, the article notes that the Court of Appeal in England and Wales has granted IGT’s request to discontinue its appeal against a High Court decision related to damages against the Gambling Commission. While this news might not be directly linked to Allwyn and Steve Parkinson’s appointment, it adds context to the broader landscape of the gambling and lottery industry.
As Allwyn UK secures Steve Parkinson as its Brand and Marketing Director, the company positions itself for success in the upcoming National Lottery license period. Parkinson’s extensive experience and strategic leadership will likely play a crucial role in shaping the marketing landscape for The National Lottery.