Insight and Analytics Business Partner - Marketing and Games

Job title: Insight and Analytics Business Partner - Marketing and Games

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

You will be the trusted Insight & Analytics partner to the Marketing and Games leadership teams, translating their strategic and commercial priorities into a coherent insight and analytics agenda. You will bring together customer, commercial, market, brand, campaign, retail, digital and Games evidence so leaders can make better-informed decisions and act with confidence. You will provide commercial direction to multidisciplinary squads and coordinate specialist capabilities, including analytics, customer research, marketing effectiveness, brand and communications insight and Marketing Mix Modelling. Your role is to frame the most important business questions, prioritise work, connect evidence across disciplines and ensure insight translates into action and measurable value. Working with the Data Product Owner, you will also shape and prioritise the data capabilities required to support the Marketing and Games agendas.

What you’ll be doing

Leadership and business partnering

• Build trusted, valued relationships with senior Marketing and Games stakeholders, developing the business understanding and credibility to influence direction, challenge constructively and engage early in planning.
• Translate Marketing and Games strategies into a coherent and prioritised insight and analytics agenda, expressed as clear business questions, decisions and evidence requirements.
• Frame ambiguous commercial issues, identify where new insight is required and ensure existing evidence is used effectively before further work is commissioned.
• Influence and challenge senior stakeholders, ensuring evidence is understood, appropriately weighted and converted into clear decisions and actions.

Portfolio integration and prioritisation

• Bring together customer, commercial, market, brand, campaign, retail, digital and Games evidence to provide an integrated view of opportunities, performance and risk.
• Partner with Marketing leadership and specialist teams to identify the priority performance and optimisation questions across retail and digital, ensuring relevant evidence is connected and translated into commercial decisions.
• Partner with Games leadership to define and maintain the Insight & Analytics agenda for the portfolio, using player, proposition, portfolio, channel, commercial and market evidence to support growth, innovation and performance decisions.
• Identify connections and trade-offs across Marketing and Games so acquisition, brand, customer, product, portfolio and channel decisions are informed by a consistent view of performance and customer behaviour.
• Lead the identification and sizing of commercial opportunities, directing squad capacity towards the priorities with the greatest potential value.
• Maintain a balanced portfolio spanning immediate decision support, longer-term learning and capability development.

Squad and specialist orchestration

• Provide commercial direction to multidisciplinary squads by setting clear outcomes, sequencing priorities, resolving trade-offs and keeping work focused on the decisions and value it is intended to support.
• Mobilise the right combination of analytics, research, marketing-effectiveness and data expertise for each priority.
• Work with specialist leads to ensure methodologies are robust and fit for purpose, while retaining clear specialist ownership of modelling, methodology and technical delivery.
• Ensure outputs from different disciplines form a coherent narrative and practical recommendation for the business.
• Create clarity on the contribution required from analysts, researchers, marketing-effectiveness specialists and data teams, connecting commercial and technical colleagues around shared outcomes.

Data and capability

• Partner with the Data Product Owner to prioritise the data capabilities required by Marketing and Games, balancing immediate decisions with the longer-term roadmap and available capacity.
• Build clear cases for capability investment by linking requirements to business decisions, commercial opportunities, costs and expected value.
• Identify recurring evidence gaps and establish scalable approaches rather than repeatedly commissioning one-off analysis.
• Track whether insight and analytics work has influenced decisions and delivered the intended business value.

Impact

• Marketing and Games leaders have a clear, prioritised and commercially focused Insight & Analytics agenda.
• Strategic and trading decisions draw on a connected view of customer, market, brand, campaign, channel, portfolio and commercial evidence.
• Multidisciplinary squads focus on the questions and opportunities with the greatest potential value.
• Specialist insight and analysis are translated into clear choices, actions and measurable business outcomes.
• Marketing and Games data requirements are prioritised against explicit business value.
• Duplication and fragmented analysis are reduced through stronger coordination across insight, analytics and data teams.
• Leaders understand where the evidence is strong, where uncertainty remains and what this means for the decision.

What experience we’re looking for

• A proven senior business partner who builds trusted relationships and becomes a credible adviser to senior stakeholders.
• Exceptional stakeholder judgement, with the ability to understand different perspectives, influence decisions, challenge constructively and maintain alignment through competing priorities.
• Commercially astute, able to understand strategic and performance drivers, frame ambiguous questions, identify the most valuable opportunities and turn evidence into practical recommendations.
• Strong understanding of performance marketing and the principal levers that influence customer acquisition, conversion and value, with the judgement to ask the right questions and work effectively with specialist teams.
• Experience connecting different forms of evidence, including customer, brand, campaign, commercial and specialist marketing-effectiveness insight, and translating them into clear choices for senior leaders.
• Experience integrating customer, market, retail and digital evidence and communicating complex findings clearly to commercial and technical audiences.
• Experience leading multidisciplinary teams or squads and creating clarity across a complex portfolio of work.
• Broad analytical and technical fluency, with the ability to frame questions, challenge assumptions, assess the quality of evidence and interpret the implications of specialist work. The emphasis is on commercial application, integration and decision support rather than hands-on ownership of individual analytical methodologies.
• Experience shaping data requirements, investment priorities and cost-benefit cases with data product and delivery teams.

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.