UK National Lottery operator Camelot has named Keith Moor as its next chief marketing officer.
Moor will join the business in September from banking group Santander, where he currently serves as chief marketing officer and a member of its UK executive committee.
He will report directly to Camelot chief executive Nigel Railton and will have a broad remit across all areas of The National Lottery’s marketing and player communications.
Camelot said that Moor’s appointment will help to further the goal of making the National Lottery more brand-led.
“Keith is joining Camelot at a pivotal time – as we celebrate the 25th year of The National Lottery. It’s also an important time for our marketing function specifically, as we strive to continue to better connect The National Lottery’s purpose with play – to raise even more money for Good Causes,” Railton said.
“We’ve made some good progress – for example, with the launch of our ‘Amazing Starts Here’ brand strategy and our return to primetime Saturday night TV – and we’re looking forward to seeing how we can further build on this, with someone of Keith’s calibre leading the team.”
Commenting on his appointment, Moor said: “I’m delighted to be joining Camelot and am honoured that I will be playing a key role in looking after The National Lottery brand – which is so well-known and does so much for Good Causes across the UK.
“It sounds like the team have been doing a fantastic job of moving to a more brand-led approach and trying new things – and I can’t wait to get stuck in.”