National Lottery operator Allwyn has appointed Bridget Lea (above) as its new managing director for retail, who will join the executive team next week (19 January).
This newly created role “reflects Allwyn’s renewed focus on accelerating performance in its retail channel by ensuring growth, innovation, and execution remain tightly connected, while championing the vital role retailers play at the heart of communities across the UK’s high streets,” it said.
Bringing over 25 years’ experience as a consumer-focused leader, Lea is “renowned for redefining customer experiences and pushing the boundaries of retail innovation.” Her career spans positions at Marks & Spencer, Sainsbury’s, O2, the BT Group and most recently Snap.
Lea will spearhead initiatives to create relevant growth opportunities and strengthen partnerships with National Lottery retailers across the UK. These will be central to the ongoing transformation of The National Lottery, it adds, which will gather momentum in 2026, enabling Allwyn to “offer more engaging ways to play and raise even more money for good causes.”
Reporting into Lea in new roles will be Alison Acquaye-Acford (retail revenue and customer director), James Dunbar (retail strategy and operations director) and Emma Hubbard (head of retail delivery).
Andria Vidler, CEO of Allwyn UK, said: “We’re thrilled to welcome Bridget to Allwyn. Her extensive experience in retail innovation and digital transformation will be instrumental as we continue to transform this British institution and deliver even more for National Lottery Good Causes.
“Bridget’s leadership will help us provide an exceptional service to our 43,500 retail partners and millions of National Lottery players across the UK.”
Lea added: “I’m excited to join Allwyn at such a pivotal time for The National Lottery. Retailers play a vital role in communities nationwide, and I look forward to working with our partners to create modern, engaging experiences that delight players and support the ongoing transformation of The National Lottery.”
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