CRM Analyst (Decisioning)

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 

The CRM Analyst supports the delivery and optimisation of targeted CRM campaigns by defining player audiences, developing campaign‑ready data and analysing campaign performance. The role works closely with CRM Data, Decisioning and Governance teams to ensure audience selections are accurate, compliant, and informed by player behaviour and insight.

What you’ll be doing 

• Defining and creating player audiences to support targeted CRM campaign
• Developing new data fields and aggregations to support campaign selection requirements
• Analysing campaign performance and interpreting results from dashboards and reports
• Making data‑led recommendations to improve future CRM targeting and campaign effectiveness
• Supporting the CRM team to identify opportunities to optimise the data available in the CRM platform
• Automating reporting outputs where possible and contributing to the evolution of dashboard
• Supporting campaign governance by validating audience selections and ensuring data accuracy
• Ensuring participant protection principles are adhered to in all targeting activity
• Building strong working relationships with stakeholders across CRM, Digital and Governance teams

What experience we’re looking for 

• Experience working with data in an analytics, marketing or campaign environment, or a higher‑level qualification in a relevant field
• Working knowledge of SQL or similar analytical / programming languages
• Experience analysing quantitative datasets and translating findings into actionable recommendations
• Ability to work independently in a deadline‑driven environment while managing multiple tasks
• Strong problem‑solving skills and attention to detail
• Ability to quickly learn new tools, systems and business processes
• Experience supporting CRM or digital marketing campaigns is desirable
• Strong communication skills and ability to collaborate with cross‑functional stakeholders

Key Measures of Success:

• Commercial impact of campaigns
• Delivery of accurate, compliant and campaign‑ready player audiences
• Quality and usability of data fields and aggregations created for CRM use
• Actionable insight and recommendations provided through campaign analysis
• Adherence to governance and participant protection requirements
• Positive stakeholder feedback on data accuracy, insight and support provided

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.