Steve was appointed as Marketing Director at National Lottery operator, Allwyn UK, in January 2024, just ahead of the 4th National Licence commencing.

In the last two years he led the Product, Marketing, CRM and Media teams through a re-organisation to deliver a new Comms framework designed to inject some extra magic and fun to The National Lottery and its games - with ‘It could be you’ across the portfolio for the first time, and a creating the ‘Because of you’ campaign featuring new Chief Storyteller Claudia Winkleman, championing some of the 670,000 good causes that players have contributed towards since The National Lottery started in 1994.

He has instigated a complete overhaul and re-design of each of the games’ brand identities, with a number of new marketing campaigns launched including Lotto, Scratchcards, and The National Lottery at Paris 2024.

It’s gearing up to be a big 2026, so Steve’s focus is launching the new Allwyn in-house studio which will accelerate production