Newly created role at UK National Lottery sees Vadera lead the strategy, performance and innovation of the Scratchcards category
Allwyn has strengthened its retail leadership team with the appointment of Nikki Vadera to lead its Scratchcards division.
In the newly created role, Vadera 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.
Vadera brings a strong track record of driving consumer-led innovation, commercial excellence and brand building, having held senior roles at the likes of L’Oréal, Henkel, Danone and Dorel.
“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, Allwyn managing director of retail. “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.”
Commenting on her appointment, 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.”