Amazing Starts With: Jo

Behind the scenes of The National Lottery


What’s your Camelot story?

I joined the Digital team at Camelot six years ago heading up Acquisition and Retention. One of my first major projects was leading the digital go to market for a major Lotto game change and migrating our direct debit players to it. I’ve worked on a number of exciting projects since I joined including game changes, a new web platform and a website refresh. I’ve also had a variety of roles and lots of progression. I headed up Camelot’s Digital Marketing before being promoted to my current role as Head of Digital Channel. 

What does your current role entail? 

My role is really exciting as I get to lead the entire Digital department. I have 5 incredible teams reporting into me which include Trading and Strategy, Digital Experience (CRM, Product and UX), Acquisition and Retention, Service Delivery and Operations.

What skills help you succeed in this role?

The role covers a great amount so it’s good to have an in-depth knowledge of all aspects of digital from paid media, optimisation, CRM, wireframes and requirements to analytics. It’s super fast paced like most areas, so it’s very important for me to empower my team, communicate well, listen, keep a level head and make timely decisions. 

What’s the best part of your job?

Every day is different, which for me is one of the most exciting parts of my job. I get to lead the digital transformation and work with fantastic people as well as contribute to raising funds for good causes. 

What has been your Camelot highlight?

Having been part of so many major projects there has been plenty of highlights over the last six years - it’s very hard to pick one!!! 

If you didn’t work at Camelot, what would be your dream job?

I’ve worked at a number of different companies and I can honestly say this is one of my favourite places to work.  

What do you enjoy doing outside of work?

I’ve got three amazing daughters so I love to spend my time hanging out with them.

Name: Jo Button

Role: Head of Digital Channel

Location: Watford

Time at Camelot: 6+ years

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