Planning and Effectiveness Manager (Brand and Marketing)

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About us:
We are Allwyn UK, part of the Allwyn Entertainment Group - a multi-national lottery operator with a market-leading presence in Austria, the Czech Republic, Greece, Cyprus and Italy. We have been officially awarded the Fourth Licence (10 year licence) to operate the National Lottery starting February 2024.
We've developed ground-breaking technologies, built player protection frameworks, and have a proven track record of making lotteries better. Our aim is to create one of the UK's most inclusive organisations - where people can bring the best of themselves, to do their best work, every day, for the benefit of good causes.
Allwyn is an Equal Opportunity Employer which prides itself in being diverse and inclusive. We do not tolerate discrimination, harassment, or victimisation in the workplace. All employment decisions at Allwyn are based on the business needs, the job requirements, and the individual qualifications. Allwyn encourages applications from individuals regardless of age, disability (visible or hidden), sex, gender reassignment, sexual orientation, pregnancy and maternity, race, religion or belief and marriage and civil partnerships.
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 to build a bigger, better, and safer National Lottery that delivers more money to good causes.
Role Purpose:
Lead the effective planning of marketing initiatives with the aim of delivering the Brand Management Plan objectives.
This role is critical in helping the Brand and Marketing department deliver against License Condition 13 which focuses on TNL's Brand and Reputation and in which the Brand Management Plan plays a significant role.
Role Information:
This role is offered on a permanent basis. We offer hybrid working with an expectation that the successful candidate will work between our London office and Watford HQ, two to three times per week.
Role Responsibilities:
Support the Head of Marketing Strategy to ensure all Brand and Marketing initiatives contribute towards the delivery of the brand management plan KPIs
Brand Management Plan Delivery - Responsible for the 3 month rolling consumer view, updating as required and aligning any changes to key stakeholders, agencies, and channel owners
Manage monthly, quarterly and annual roadmaps and prioritisation aligned to TNL Brand Management Plan
Lead monthly Brand & Marketing Working Group - looking at broader themes for delivery and the marketing initiatives roadmap
Work closely with Brand Team and Consumer Insight to ensure that marketing initiatives positively contribute to the Brand Management Plan KPIs and understand what's driving performance
Closely monitor industry and competitor activity, to ensure plans are maintained and adapted in a constantly changing, competitive environment
Campaign Management:
Implementing the Campaign Development Process (CDP) and managing key stakeholders across the business
Manage detailed CDP timelines, communicating to all key stakeholders
Manage CDP stage gate approvals including the Creative Gate Process ensuring key stakeholders responsible deliver against operational excellence requirements
Project management and stage gate control, RAG status reporting, escalation and change control management and ensuring all key stakeholders aware of where they are in the CDP process
Drive effective cross-functional ways of working and optimise CDP process where appropriate
Work closely with external agencies and internal teams to deliver campaigns on time and to budget
Determine final creative deliverables and manage the build and delivery of campaign assets
Identify challenges / improvements and optimise CDP where necessary
Manage the continued use of the Work Management Platform 'Workfront' to manage CDP approvals for each stage gate
Manage the planning of Brand Managers/Channel Leads weekly meetings to ensure everyone aligned to CDP progress
Manage and lead the campaign planning team (3 direct reports) to support brand teams in the build and implementation/delivery/approval of all campaign assets
Campaign Delivery - oversee the creation and management of time plans for campaign delivery and execution to meet 'Go Live' target dates and budgets, managing interdependencies, delays / plan revisions to meet Go Live dates
Challenge ways of working and drive to improve operational effectiveness including documenting and embedding processes, establishing RACIs and SLAs across brand and marketing and with stakeholders across the business ensuring efficient and effective delivery of campaigns and speed to market whilst upholding Strategies, Policies, Processes and Procedures as outlined in the National Lottery license
Understand the teams License compliance responsibilities and ensure obligations are met at all times
Able to organise your own busy workload across long and short term projects but have the ability to respond to adhoc requisitions
Ensure all activity delivered is aligned to our social value mission
Manage three direct reports, providing clear direction, objective setting, coaching and developing them to deliver the business objectives and guide their personal development
Key Measures of Success:
To be successful in this role:
You will already have fantastic marketing experience under your belt
You understand what levers to pull to drive brand and business results and how to set KPIs
You will be passionate, tenacious; results focused and enjoy working in a highly energetic and exciting environment
You will have strong collaborative and influencing skills with the ability to bring a wide number of people together (both internally and externally) and work towards a vision
Pro-activity and enthusiasm are essential elements for this role
Demonstrate strong communication and influencing skills, targeting a wide audience from customers to internal stakeholders
Able to run sizable projects and work streams from concept to delivery
Have prior knowledge of running multi-pronged brand programmes
Be able to demonstrate your experience of managing and developing direct reports
Skills and Experience:
10+ years of experience in any or all of the following: project management, go-to-market manager, marketing planning or operations
Experience working across the full scope of marketing and understanding of marketing metrics
Strong experience in resource and capacity planning and management
Strong understanding of complex business structures
Excellent project management skills
Understanding of complex business structure and ability to work in a collaborative environment
Ability to interpret and triangulate multiple data points / insight to inform brand, advertising and campaign briefs
Experience of providing internal updates to all levels of seniority on brand plans and explaining the strategic rationale behind the positioning
Gravitas to influence key stakeholders, manage and resolve conflicting stakeholder needs
Experience of managing a campaign development process (including creative development)
Demonstrable experience in leading people, creating a high performance team culture and helping people realise their full potential
An appreciation of the importance of developing brand plans within a regulated environment e.g. Advertising Codes of Practice, Gambling Commission
Experience in brand evaluation and understanding of brand metrics to understand the impact of our plans and identify optimisation opportunities
Knowledge and experience of managing the production of creative assets for ATL (TV, Radio, Press, OOH) and BTL (digital, social, CRM)
Proven experience of day-to-day management of agencies (Creative and Media) and ways of working (team integration, simplification and driving effectiveness)
Problem solving - ability to find creative solutions to creative / media / timings and cost challenges
Critical thinking - able to align activities to predefined strategies
Creative and media effectiveness measurement (ROI)
Workfront experience an advantage
Exposure to agile marketing practices
Benefits:
Here is our list of benefits:
34 days paid leave (This includes bank holidays)
2 x Life Days
4 x Salary of Life Insurance
Pension: We'll contribute 8.5%
BUPA
£500 wellness allowance
Income Protection
As part of our onboarding processes, all successful candidates will need to complete both a Pre-Employment Screening process and a Fit & Proper check by the Gambling Commission. These checks include a DBS (an enhanced check, which shows convictions and conditional cautions), credit and social media checks. As part of our application process, you will be asked to identify in advance if you have spent or unspent convictions that we need to be aware of.
Should you not disclose convictions at the application stage, not pass the Fit & Proper Check process or not complete your Pre-Employment Screening then unfortunately you may not pass our probation process.
All data will be handled in accordance with our data policies and treated with utmost confidentiality.
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