Lead Insights Business Partner

About this role

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 the embedded partner to the Brand and Communication leadership, translating consumer, brand and market insight into clear commercial action. They will be the go-to person who can attend meetings, deliver projects, create briefs and liaise with the wider Insights & Analytics team, drawing on all research, data and analysis available and commissioning additional projects / tracking where required.

What you’ll be doing
This role leads strategic partnering with Brand and Communications teams to help shape insight-led strategy, providing a full and independent view of the customer and brand performance to drive measurable performance improvements.

Strategic Business Partnering; act as a trusted advisor, translating business priorities into clear insight agendas embedding customer-first thinking across all activity. Challenge and influence plans to ensure alignment to commercial outcomes, regulatory context and long-term brand health.
Brand & Communications Effectiveness; lead the development of a brand and comms measurement framework, encompassing brand tracking, campaign effectiveness and experimentation, partnering with the econometrics team to drive holistic marketing insight. Define, track and deliver clear performance KPI reporting for internal and external stakeholders.
Insight Leadership; synthesise qualitative, quantitative and behavioural insights into clear, actionable recommendations, providing practical execution guidance for agencies and internal teams. Identify opportunities to improve brand positioning, messaging and customer experience. Champion holistic understanding of the customer based on wider Insight & Analytics team tracking and project delivery.
Stakeholder Management & Influence; build strong relationships across the Impact team (including Marketing and Comms), Finance team (including Econometrics), Insight & Analytics and external media, creative and research agencies. Communicate complex findings in a clear, compelling and decision-oriented way.
Leadership; Lead and coach the brand & comms insight team, setting clear priorities and driving delivery against strategic objectives. Foster a culture of continuous improvement, curiosity and accountability.

What experience we’re looking for
We’re looking for an individual who brings deep expertise in brand and communications strategy, combined with strong commercial acumen and the ability to influence senior stakeholders, challenge thinking and operate effectively as a trusted, cross-functional business partner.

Brand & Communications Expertise
Strong experience in utilising insights to drive brand strategy and campaign effectiveness
Experience with measurement frameworks (e.g. brand tracking, campaign evaluation)
Understanding of multi-channel environments (digital, retail, media, owned channels
Strong grounding in consumer insight and drivers of brand perception, with experience working with campaign, player and brand trackers

Senior Business Partnering Capabilities
Demonstrated experience acting as a strategic partner to senior stakeholder
Ability to challenge constructively and influence without authority, navigating cross-functional team
Excellent communication skills – able to distil complexity into clear executive narratives

Ways of Working
Strategic and outcome-driven – focuses on impact, not activity
Agile and test-and-learn orientated, embedding continuous improvement
Resilient and adaptable, operating effectively in ambiguity
Strong project/programme leadership capabilities

Desirable
Experience working in a regulated, consumer-facing environment
Background in behavioural science, psychology or advanced analytics
Experience managing agency ecosystems

Key Measures of Success:
Effectiveness & Capability; implementation and adoption of a best-in-class comms measurement framework, increased use of test-and-learn and experimentation across campaigns, strong integration of data, insight and decision-making
Stakeholder Impact; positive feedback from senior stakeholders on quality of partnership and influence, evidence of better, faster decision-making driven by insight, strong alignment across Brand, Finance and Insight team
Brand & Consumer Outcomes; improvement in brand health metrics, with clear evidence of shift in targeted consumer perceptions and behaviours
Leadership & Delivery; delivery of key initiatives on time and to expected quality, development of a high-performing, engaged team and continuous improvement in ways of working and capability

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…