New retail chief named at National Lottery operator Allwyn UK
Allwyn UK has appointed “transformation expert” Bridget Lea as new Retail Chief to head up a new unit to accelerate the overhaul of the National Lottery and UK systems
As Managing Director of Retail, Lea is tasked with leveraging her experience of board-level and executive management positions at Marks & Spencer, Sainsbury’s, O2, BT Group and Snap.
Lea has been tasked with overseeing and accelerating the growth of Allwyn’s retail operations, including strengthening partnerships with National Lottery retailers and identifying growth opportunities.
The new hire will lead a retail team consisting of Alison Acquaye-Acford as Retail Revenue and Customer Director, James Dunbar as Retail Strategy and Operations Director, and Emma Hubbard as 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 wonderful 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. We’d like to wish Jenny every success in her future endeavours and thank her for her significant contribution to Allwyn and The National Lottery during her time with us.”
Allwyn’s retail revamp
Lea joins Allwyn six months after the firm completed a significant revamp of National Lottery retail operations from 2-4 August, the biggest technological upgrade to the lottery retail terminals since its inception in 1994.
The firm’s upgrades to National Lottery retail outlets in 2025 were initially met with some scepticism by shopkeepers – and also did not quite meet the Gambling Commission’s contractual obligations – but since then all processes seem to have been going smoothly.
Allwyn UK took on the role of National Lottery operator back in February 2024, having won the fourth 10 year licence in a Gambling Commission-overseen tender process back in 2022 – unseating Camelot, the sole operator of the National Lottery since 1994.
Lea not only joins Allwyn as it progresses through its stewardship of the National Lottery, but also at a significant time for the wider company. The firm has been expanding into new verticals of late, such as acquiring US daily fantasy sports (DFS) and now prediction market platform PrizePIcks last year.
“I’m excited to join Allwyn at such a pivotal time for The National Lottery,” Lea said.
“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.”
https://lotterydaily.com/2026/01/14/highlighted/allwyn-national-lottery-6/