National Lottery operator Allwyn UK has appointed Nikki Vadera to the newly created role of director of scratchcards.
In her new role, Vadera will take full ownership of the scratchcards category, including commercial performance, game design strategy, brand development, and category innovation. She will also lead retail execution across the business.
Previously, Vadera held senior marketing roles across organisations including L’Oréal, Henkel, Danone and Dorel.
“I’m thrilled to join the Allwyn team to lead the scratchcards category,” said Vadera.
“Throughout my career, I’ve been passionate about helping mature categories evolve by combining consumer understanding, commercial discipline, and innovation to unlock growth.
“This opportunity is particularly exciting as it brings together category ownership, commercial leadership, and the potential for transformation at scale. It represents an opportunity to shape the future of an iconic category, while contributing to increased returns for good causes.
“I’m looking forward to working with Bridget [Lea, MD of retail] and the wider team to help build the next chapter of growth for the category and The National Lottery.”
Lea added: “Scratchcards are one of the most important and complex parts of the National Lottery, and a key focus within our retail strategy.
“As we continue to evolve the category, Nikki’s appointment will help turn our ambition into real growth across the portfolio, benefiting both our retail partners and good causes.”
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