Allwyn UK, operator of The National Lottery, has appointed Nikki Vadera as Director of Scratchcards.
In the newly created role, Nikki 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, working cross-functionally to support Allwyn’s growth plans in this area.
Nikki brings a strong track record of driving consumer-led innovation, commercial excellence, and brand building. She has held senior roles across organisations including L’Oréal, Henkel, Danone and Dorel, where she has led large teams, managed multi-brand portfolios, and delivered successful category transformations.
Recognised as one of Marketing Week’s Top 100 Most Effective Marketers for five consecutive years, she is known for her collaborative leadership style and ability to build high-performing teams.
“Scratchcards are one of the most important and complex parts of The National Lottery, and a key focus within our retail strategy,” said Bridget Lea, Managing Director of Retail at Allwyn. “As we continue to evolve the category, Nikki’s appointment will help turn our ambition into real growth across the portfolio, benefitting both our retail partners and Good Causes.”
Nikki Vadera said: “I’m thrilled to join the Allwyn team to lead the Scratchcards category. 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 and the wider team to help build the next chapter of growth for the category and The National Lottery.”