The Nederlandse Loterij has strengthened its executive team with the appointment of Claudia Sampaio as director of retail and Yvonne de Liefde as head of sponsoring and partnerships.
Sampaio assumes responsibility for the entire retail organisation at the Dutch national lottery, having served for the past three years as associate director of retail at Coca-Cola.
Commenting on her new role, Sampaio said: “I’m thrilled and honoured to be joining the Dutch Lottery. Together with the various teams, we’ll ensure we’re at the forefront of the transformations currently underway in the Dutch retail sector, both in existing channels and with new customers.”
De Liefde joins the lottery operator after more than a decade with Heineken, where she was responsible for partnerships with the Royal Dutch Football Association (KNVB) and the introduction of Birra Moretti in the Dutch market.
She will hold a similar role at the Nederlandse Loterij and will be responsible for the strategic management and operational execution of sponsorship contracts with organisations including TeamNL, the KNVB, and various clubs in the Eredivisie and the Women’s Eredivisie.
“I’m proud to take on this new role. For many years, the Dutch Lottery has demonstrated the unifying power of sport,” said De Liefde. “I look forward to working with the team to make these fantastic gaming brands even more successful and thus contribute to the Dutch Lottery’s mission.”
Arno de Jong, chief commercial officer at Nederlandse Loterij , added: “With Claudia and Yvonne, we’re bringing a wealth of experience in retail and sales management, sponsorship, and partnerships. Both have a proven track record of building meaningful collaborations, a strategic perspective, and are capable of further strengthening the organization and preparing it for the future.”