Lead Insights Business Partner in Watford

About the 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 multinational 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, large‑scale 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.

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

• 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

• 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 alig