Creative (Engine Room)

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…

Allwyn’s inhouse Engine Room

A fast-moving editorial and creative “Engine Room” that identifies, develops and delivers culturally relevant stories and reactive content for the National Lottery and Allwyn in real time.

The Engine Room acts as the organisation’s central hub for storytelling — combining newsroom instincts, social creativity and earned-media thinking to ensure the National Lottery and Allwyn shows up meaningfully in the moments, conversations and stories that matter to audiences across the UK.

This function aims to transform the National Lottery from a brand that simply communicates campaigns into one that actively participates in culture.

A bit about the role

• Reporting into the Senior Creative in Studio 59’s creative team, but works full time in the Engine room
• A fast-thinking, culturally connected Creative to join the National Lottery’s “engine room” — creating reactive, social-first content that taps into the stories, moments and conversations people are already talking about
• This role sits at the centre of real-time creativity. You’ll take story opportunities, trends and cultural moments and quickly turn them into engaging creative across social, earned and digital channels
• You’ll work closely with researchers, PR teams and social leads to create and deliver content at speed — from reactive social posts and short-form video to campaign assets and culturally relevant storytelling.
• Someone who thrives in a fast-moving environment, has strong editorial instincts, and understands how to make content that feels timely, shareable and genuinely part of the conversation.
• Thinks like a creator, producer and editor all at once. Obsessed with culture, trends and online behaviour, and how to turn an idea into content fast.
• Understands the difference between simply posting and genuinely joining the conversation —excited by the challenge of creating reactive content for one of the UK’s most recognised brands.

What you’ll be doing

• Create fast-turnaround reactive content for social, PR and digital channels.
• Turn trending topics, news moments and cultural conversations into engaging creative ideas and executions.
• Produce social-first content including short-form video, graphics, captions, memes, motion assets and platform-native formats.
• Work collaboratively with story researchers, PR teams and social leads to develop and execute ideas quickly.
• Respond to live events and emerging moments in real time where appropriate for the National Lottery brand.
• Help shape and maintain the tone, voice and creative style of the National Lottery across social and earned media.
• Edit and adapt content quickly for different platforms and audiences.
• Contribute creative ideas during daily editorial and planning meetings.
• Ensure all reactive content is accurate, on-brand and aligned with legal/compliance requirements.
• Stay on top of platform trends, creator culture, internet behaviours and evolving social formats.

What experience we’re looking for

• Experience creating content in a fast-paced social, newsroom, agency, entertainment or brand environment
• Strong understanding of what performs across TikTok, Instagram, X, Facebook and emerging platforms.
• Excellent copywriting and visual storytelling skills.
• Ability to create high-quality content quickly without overworking ideas.
• Skilled in short-form video editing and social content production.
• Strong cultural awareness and instinct for timing, tone and relevance.
• Comfortable working under pressure and reacting to live moments.
• Collaborative and solutions-focused with a proactive mindset.
• Experience managing risk, approvals and reputational considerations in real-time communications.
• Strong understanding of audience behaviour across social and digital platforms.
• Confident presenting ideas and strategy to senior leadership.

Success in This Role Looks Like

• The National Lottery becoming more culturally relevant and socially visible.
• Increased earned media opportunities driven by reactive storytelling.
• Faster turnaround of high-quality content and creative responses.
• A joined-up editorial operation across PR, social and marketing.
• A team recognised internally as the central hub for stories, trends and creative opportunities.

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.

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 [email protected] and we’ll be happy to help.