CRM Operations Executive

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 

This role is responsible for the operational delivery of outbound and inbound CRM communications across email, app push, interstitials, inbox messaging and automated journeys. The CRM Operations Executive ensures campaigns are accurately built, fully sent, compliant with regulatory standards, and supported by effective tracking, fulfilment and reporting.

What you’ll be doing:

• Designing, building and delivering outbound CRM campaigns across owned channels
• Managing campaign targeting and distribution using campaign broadcast tools
• Editing and maintaining HTML templates and campaign module
• Ensuring all campaigns are correctly tracked and performance can be measured
• Managing personalised offers, crediting and fulfilment activity
• Proof‑checking campaign content for accuracy, clarity and brand compliance
• Ensuring all campaigns adhere to advertising codes, data protection, licence and player protection requirements
• Working with CRM Decisioning to ensure correct targeting and insight‑led execution
• Collaborating with Finance on crediting remediation and fulfilment processes
• Supporting Contact Centre, IT and Digital teams with campaign planning and execution
• Managing content repositories, templates and archiving processes
• Monitoring email performance, deliverability and reputation, and recommending improvements
• Supporting continuous improvement through test‑and‑learn activity and adoption of new tools

What experience we’re looking for:

• Experience delivering CRM or direct marketing campaigns in a digital environment
• Hands‑on experience with campaign execution or marketing automation platforms
• Strong understanding of email marketing and automated lifecycle campaigns
• Practical experience editing HTML and working with content management systems
• Knowledge of deliverability, reputation management and industry best practice
• Experience working in a regulated or compliance‑led environment
• Strong organisational skills and attention to detail
• Ability to manage multiple campaigns under tight deadlines
• Experience using analytical tools and reviewing campaign performance
• Experience with Salesforce Marketing Cloud or similar platforms is highly desirable

Key Measures of Success:

• Commercial impact of our campaigns
• Timely and accurate execution of outbound CRM campaigns
• Campaigns achieving full send with correct targeting, content and tracking
• Consistent compliance with regulatory, legal and internal standards
• Reduction in campaign errors and rework

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.