Camelot Retail Director Alex Green

Camelot, operator of The National Lottery, today named Alex Green as its new retail director – with former retail director, Jenny Blogg, promoted to the role of commercial director at the company.

Green started his career in retail, working in sales for companies, such as British Gypsum, before joining Camelot as a retail field sales executive in 2004. He then joined Camelot’s marketing team in a scratchcards product management role before progressing through the ranks to become responsible for overseeing all of The National Lottery’s scratchcard and online Instant Win Game (IWG) launches, as well as above-the-line communications for scratchcards.

Alex then moved into Camelot’s international business, Camelot Lottery Solutions (then Camelot Global), in 2015 as a marketing consultant – where he provided advisory services to a number of other international lotteries, as well as helped write the successful Camelot Illinois bid – before returning back to the UK business in 2017 as head of instant games. In this role, he led the team to deliver record scratchcard and IWG sales, before being appointed as head of games in 2019, when the role was expanded to include draw-based games (such as Lotto and EuroMillions).

In his new role, Alex will report into Jenny and be responsible for overseeing all aspects of Camelot’s retail operations, building on Jenny’s success in the role over the past four years.

On his appointment to retail director, Alex said: “I’m delighted to be returning to retail, where I started my Camelot career. Our retail offering has since moved on quite a lot, but one thing that’s been consistent throughout is our fantastic retail partners. They’re the public face of The National Lottery and the importance of their role in helping to raise over £30m a week for Good Causes cannot be overstated enough.”

Blogg said: “Alex knows the portfolio of National Lottery games inside and out, so was a natural choice for this role. In-store sales make up around 55% of all National Lottery sales, and I know Alex will do an excellent job of leading our retail team and ensuring our dedicated retail partners continue to make the most of having The National Lottery in their stores.”