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 acrossthe USA (Michigan and Illinois) and Europe, including

Czech Republic, Austria, Greece,Cyprusand Italy.

While the main contribution of The National Lottery to society is through the funds togood causes, at Allwynwe put our purpose and values at the heart of everything we do.

Join us as we embark on a once-in-a-lifetime, large scale transformation journey by creating a National Lottery that delivers more money togood causes.

We’lltalk a bit more about us further down the page, but for now –let’stalk about the role and whowe’relooking 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 essed 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.

Whatyou’llbe 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’relooking for

• Experience creating content in a fast-paced social, newsroom, agency, entertainment or brand environment
• Strong understanding of what performs across Tik Tok, 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…