Allwyn, the UK corporate identity of Sazka Group, has added the Managing Director of Twitter UK Dara Nasr to its advisory board which will provide support to the Allwyn team as it prepares its bid for the Fourth UK National Lottery licence.
Nasr is an established leader in the world of digital communications having worked for Twitter and Google. He joins Amanda Horton-Mastin, Justin King CBE, Brent Hoberman CBE, and Charles Garland on the advisory board under the leadership of Bid Chair Sir Keith Mills which will help Allwyn in its aim to operate the UK National Lottery.
As Managing Director of Twitter UK, Nasr built one of the strongest sales teams in the UK media landscape. During the COVID-19 pandemic, he placed Twitter UK at the centre of the future of work debate through the launch of its “New Business As Usual” framework, while also leading the UK’s internal work rules to protect the mental health of staff who have been working remotely.
Commenting on his appointment, Nasr said: “How companies communicate with customers is evolving thanks to the disruptive rise of social media platforms. Brand communications, advertising, and marketing has become more exciting due to the complementary and unique ability of digital to engage with the consumer.
“As I’ve seen during my time at Twitter, mobile means there is huge potential to establish a close 24/7 relationship between company and customer. I’ve teamed up with Allwyn and their parent company Sazka Group because they understand the importance of digital to lotteries. I can’t wait to get started.”
Bid Chair Mills added: “For many years, Allwyn’s parent company Sazka Group have pursued a digital approach to lotteries across Europe. Not only has this produced impressive online sales growth, making their lotteries resilient to the challenges of the pandemic, but it has also translated to consistently strong sales growth in the retail sector too.
“Regardless of whether a player purchases their lottery ticket online or in-store, we’ve seen overall player participation only increases if people feel more connected to their lottery. Allwyn’s sister companies are a testament to the powers of digital in the lottery world and I can’t wait to work with Dara and apply his knowledge of the digital and social media landscape.”