Steve Parkinson

Steve was appointed as Marketing Director at National Lottery operator, Allwyn UK, in January 2024, just ahead of the 4th National Licence commencing.  

During 2024 and 2025 he has led the Product, Marketing, CRM and Media teams to deliver a new Comms framework around the much-loved National Lottery and its games; with ‘It could be you’ across the portfolio for the first time, and a new ‘Because of you’ campaign headed by Ambassador-in-Chief Claudia Winkleman, championing some of the 670,000 Good Causes that players have contributed towards since The National Lottery started in 1994.  He has also overseen a complete overhaul and re-design of each of the games’ brand identities, with a number of new marketing campaigns having launched – including for Lotto and Scratchcards. 

It has been one of the busiest years for the brands, with more events and special non-cash prize promotions running to ensure Allwyn continues in its quest to double returns to Good Causes from £32m (average a week in 2025) to £60 million a week by end of 4th licence. 

Steve joined Allwyn from Bauer Media & Emap, where he held senior marketing and business leadership roles, including overseeing the audience and revenue growth, plus brand development of Kiss, Magic, Absolute Radio, Jazz FM, Planet Rock and more. 

Steve also spent two years as Chief Strategic Partnerships and Events Officer for Bauer, working with commercial FMCG, retail and ents brands to add commercial value in the editorial and events spaces. He was also Executive lead of its charity, Cash for Kids. 

Prior to this, Steve was Managing Director and Marketing Director for Chrysalis plc, managing the Heart, LBC and Galaxy media brands. 

For ten years Steve was a proud non-executive director for the Prince's Trust. 

A proud Scot, Steve has lived in London for 20+ years, and lives with partner Ronny, along with their two dogs Gia and Teagan.