Growth Product Manager

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 across the USA (Michigan and Illinois) and Europe, including Czech Republic, Austria, Greece, Cyprus and Italy. 

While the main contribution of The National Lottery to society is through the funds to good causes, at Allwyn we put our purpose and values at the heart of everything we do.  Join us as we embark on a once-in-a-lifetime, largescale transformation journey by creating a National Lottery that delivers more money to good causes.   

We’ll talk a bit more about us further down the page, but for now – let’s talk about the role and who we’re looking for…

A bit about the role…

Instant Win Games (IWG) are digital games loved by National Lottery players. With over 80 live games including Cash Bolt, Monopoly, Deal or No Deal and Cashword, and prizes ranging from 25p to £2 Million – there is something for everyone!

The category often sees peak moments driven by Draw-Based Game high jackpot rolls and events, with digital players often playing Instant Win Games after purchasing a ticket or checking results. This creates a huge opportunity to create better game experiences and a more connected digital play experience, to turn these peak moments into new play habits, driving increased play frequency and value.

As the Product Growth Manager, you’ll act as the growth specialist across the Instant Win Games category. This is a high impact, hands-on product growth role with real ownership, where you’ll play a critical role in the growth ambitions for the Instant Win Games category.

Working with other Product Growth Mangers across the individual TNL games, plus teams across the business including Digital, Data & Analytics and Commercial Finance, you will lead the dedicated IWG growth squad with a focus on commercial performance and growth to help shape the IWG strategy and over-arching Game Portfolio Strategy.

What you’ll be doing…

• Act as the growth specialist across the Instant Win Games category, focusing on the commercial performance and growth ambitions for the category
• Identify optimisation, experimentation and future growth opportunities to create improved category experiences, reduced friction and a more connected digital experience across the portfolio of TNL games, to increase play frequency and overall player value.
• Lead the dedicated IWG growth squad consisting of key knowledge and expertise across the business, where you’ll meet regularly and be close to the detail including trading performance and digital player trends including conversion and cross-play. Set clear objectives and areas of focus and be on the front foot to address any emerging challenges and create new opportunities, while holding supporting teams to account.
• Creation of a clear pipeline of growth opportunities and recommendations, as contenders for the IWG product roadmap, with a comprehensive summary and breakdown for each initiative including objective/end goal, commercial benefit, target player segment/behaviour and required resource/budget.
• Present recommendations and opportunities to the Head of IWG with supporting information to enable key decisions to be made to shape the IWG strategy and product roadmap, as part of the over-arching Game Portfolio Strategy.
• Own the creation of the briefs for all optimization and experimentation activity, plus new initiatives once on the IWG roadmap and set up and lead briefing sessions with supporting teams.
• Work with the Game Operations Lead as new propositions and initiatives progress from the discovery and planning phase into delivery phase.
• Work with the Senior Marketing Manager to ensure planned marketing activity for new initiatives are supported.
• Understand the end-to-end digital player journeys and work with Data & Analytics on measuring and tracking performance of key activity, to make recommendations and data-led decisions.
• Work with the Digital team on A/B testing and experimentation, setting out clear objectives.
• Work collaboratively with the Product Growth Managers across other TNL games to ensure there is a connected digital approach and benefits from other initiatives can be maximised.
• Support the Head of IWG on the requirements for new headline initiatives including Business Cases, Investment Committee, Risk Assessments, S6 licence applications, sizing and forecasting, working closely with the IWG Project Manager and supporting teams.
• Build relationships and gain insight from Allwyn Group partners, international lotteries and our competitors to keep up with market trends.

What experience we’re looking for…

• Hands-on experience in product growth and/or growth product management, with strong preference of experience from the iGaming industry with an operator background, or eCommerce growth with incentives.
• Demonstratable knowledge of Instant Win Games and the wider iGaming industry and experience working on player incentivisation, loyalty and portfolio optimisation.
• Growth mindset – you start with the product and user behaviour, identify opportunities and work cross-functionally to make it happen.
• Commercial mindset – you can spot emerging trends and challenges and build a plan to address them and prioritise the opportunities that matter.
• Analytical – you can comfortably work directly with analytics, reporting tools and behavioural data to make data-led decisions and recommendations.
• Influential – ability to identify an opportunity and bring it to life with strong storytelling and supporting data, to influence senior stakeholders.
• Cross-functional – you can work effectively with different teams across the business and hold teams to account when required.
• High ownership – you don’t wait to be told where the opportunity is; you find it and pursue it and you have the ability to drive projects forward and make things happen, by challenging and knocking down barriers when required.
• Strong understanding of UK iGaming regulations.
• Ability to manage multiple projects and hit deadlines
• A great team player, who is ambitious, naturally organised, collaborative and enthusiastic.
• Comfortable working with cross-functional teams, internal stakeholders and external partners.
• Demonstrable oral and written communication skills.
• Strong attention to detail.

Key Measures of Success:

• Grow Instant Win Game revenue and player value through increased engagement, play frequency, conversion and retention.
• Lead the Growth Squad to identify and deliver commercial opportunities, turning data and insight into measurable business outcomes.
• Build and secure approval for future growth initiatives, creating compelling business cases that drive innovation and long-term category performance.

About us 

At Allwyn, we are dedicated to changing lives and growing the National Lottery responsibly, championing its positive impact on people, places, and the planet. 

• Innovation - We pride ourselves on it! We’re constantly looking for new ways to excite our customers, bringing new products to market to enjoy which is all supported by our responsible play values and making them accessible to all.  

• Giving back – Did you know that playing the lottery generates around £30m a week for charities and good causes in the UK? Our aim is to have doubled