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

The Head of Membership & Subscriptions is the accountable owner of the National Lottery’s Digital Membership proposition, responsible for designing, launching, and running a compelling and responsible membership experience that drives long term player value.

We already serve 1.2million subscribers, predominantly acquired through desktop-only journeys and Direct Debit subscriptions. As the business evolves towards mobile-first experiences and recurring payments, we are creating the foundations for a broader, more compelling membership proposition - one that strengthens long term player relationships and grows our baseline.

This role exists to make Membership genuinely valuable to TNL players - and deliver that value responsibly, at great scale, delivering a key part of the ‘Known Play’ strategy.

What you’ll be doing

The successful candidate will operate with a healthy degree of autonomy, shaping the proposition through insight, experimentation and disciplined execution, while working closely with senior leaders to ensure alignment across Games, platforms and Player Protection commitments. The role will collaborate with the Customer Transformation Director to ensure subscription and membership activity is embedded within the overarching Known Play Strategy.

While the role will not have direct line management initially, the Head of Membership will act as the clear owner of Membership proposition across the business, working with:

• Digital Proposition Leads
• Player Analysts
• CRM, Insight, Strategy, Marketing, Legal & PP teams

Performance will be measured not only through KPIs, but through the growth and health of the active subscriber base, which is expected to form part of the role’s annual bonus framework from 2027. You’ll be responsible for:

Defining the Membership Proposition

by discovering, shaping and validating what Membership means for TNL players:

• Leading structured experimentation to test potential membership benefits, which may include draw related assurances, member-only opportunities or carefully designed incentives that align with target market motivations
• Making clear, evidence-based decisions about what does (and doesn’t) belong within Membership, avoiding superficial or misaligned third party perks.

Delivering and Operating Membership

by owning the end to end operationalisation of the Membership proposition, working across Product, Technology, CRM, Marketing, Finance, Legal & Participant Protection to bring it to life:

• Ensuring membership is clearly positioned internally and externally, with coherent messaging, merchandising and CRM journeys.
• Managing membership performance on a daily basis, ensuring it operates smoothly and evolves based on insight.
• Ensuring the membership proposition fully aligns with the National Lottery Licence

Overseeing the existing Subscriber base

by taking accountability for subscription mechanics and payment issues (e.g. BACS failures)

• Monitoring customer communications and automated journeys
• Collating and acting upon feedback, complaints and recurring pain points
• Improving engagement and value from a base where two-thirds of current subscribers are otherwise digitally dormant
• Protecting core revenue while modernising the experience

Insight-led leadership

defining clear success measures across acquisition, retention and value.

• Working with the Customer Insights team to ensure the required insight generation, drawing on enterprise analytics, customer research and behavioural data to guide prioritisation and investment.
• Providing clear, confident recommendations to senior stakeholders on how the growth will be delivered.

What experience we’re looking for

The role requires a commercially astute, customer led individual who is comfortable operating at scale. You should have:

• Proven experience owning or leading a subscription, membership or recurring revenue proposition in a consumer facing digital business.
• A track record of taking propositions from concept through test & learn to live operation
• Strong data literacy, with the ability to translate insight into clear decisions.
• Experience working within regulated environments, or the judgement and maturity to operate responsibly within them.
• Excellent stakeholder management skills
• Curiosity, ambition and discipline in equal measure

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

This 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 and we’ll be happy to help.