The Health Lottery has hired Mark Nash as Marketing Director ahead of a planned introduction of a new brand identity later this year.
Nash’s immediate responsibility will be to streamline the Health Lottery’s marketing strategy, which will involve coordinating ‘various functions’ that were previously covered by other positions.
He joins the society lottery operator from insurance firm Aviva, and has also held marketing and branding roles at Hiscox, Samsung Electronics, the Shine TV, and News UK.
“My aim is to make business and marketing strategies more customer-driven; successful marketing relies on understanding and addressing customer needs, ideally in a way that the competitors cannot,” Nash remarked.
“At both Aviva and Hiscox I set the target audiences, mapped out customer journeys and built marketing plans around the unique value the brands had to offer. I’m looking forward to doing the same for The Health Lottery.”
Nash’s past experience at Aviva has been cited as being of particular significance to The Health Lottery, as he ‘created the team from scratch’ at the insurance firm, whilst holding responsibility for a £10m budget.
His tenure at Aviva was preceded by a six-year stint at the aforementioned Hiscox, another insurance provider, whilst his long-term career has seen project management of large-scale advertising and PR campaigns.
This has included supporting ‘high-volume customer sales’, such as the £9.50 holidays offered by News UK’s The Sun tabloid newspaper brand, and the launch of the first smartwatch from Samsung.
Lebby Eyres, CEO at The Health Lottery, said: “I’m delighted to welcome Mark to The Health Lottery. He has a proven track record in putting together marketing strategies, plans and campaigns for companies like Aviva and Hiscox and we are confident his experience will help us transform The Health Lottery brand and better communicate our core values to our customers.”
In an interview with SBC News and Lottery Daily earlier this year, Eyres emphasised that, having assumed the role of Health Lottery CEO in March 2023, her main focus is on relaunching the brand.
This will include a new identity, a new strapline and a relaunched website for the Northern & Shell Group’s lottery operator, spearheaded by a marketing campaign coordinated by the newly appointed Nash.
Nash continued: “I’m especially excited about the opportunity to play a role in moving this heritage brand in a fresh direction and helping transform the business into a brand powered by innovative products and high-quality digital experiences for customers.
“My goal is to work with Lebby and the rest of the team to create a clear marketing strategy that is able to drive the business further forward and deliver growth.”