Who are we?

The National Lottery celebrated its 90th anniversary in 2024 and remains to this day true to its historical model: a large number of players, with moderate stakes, a naturally responsible offering of iconic and traditional games, and strong engagement from all Belgians, notably thanks to support for various good causes.

The National Lottery was lucky... and prepared: €1.666 billion in stakes in 2025 – a record level!

‘Being prepared’ is first and foremost a matter of capacity. Very concretely, this means we must be able to handle very high peaks of activity, at certain times up to 5,000 participations per minute. That capacity relies on a solid ecosystem: a dense network of retail points, a growing online presence (mainly mobile), and an app that has become second nature for many players. The connection between retail and digital has been strengthened through very concrete actions that have now become fixed habits: consulting, scanning, purchasing, checking.

Alongside the main games such as EuroMillions – the most played game in 2025 with 67.3 million player moments (across all channels) – and the renewed Lotto with the dream home that can be won once a month, on the last Saturday of the month, this dynamic continues throughout the rest of the offering. The instant lottery games reaffirm their popularity, continue to grow, and contribute to the overall sustainable and consistent growth. Finally, the fourth pillar is also confirmed: the other traditional draw games. These continue to perform well and strengthen the balance in the National Lottery’s game portfolio.

This record year confirms the strength of the ‘hybrid’ model, in which the local network and the digital world reinforce each other. The retail channel remains the largest: €1.172 billion in sales in 2025 (+2.8%), i.e. 70.3% of stakes in 6,748 retail points. Online sales continue to grow: €494 million (+19.6%), i.e. 29.7% of stakes, with an emphasis on mobile use (76.2% via the app).

“We have grown into one of the largest e-commerce ecosystems in the country. And yet, our greatest strength remains unchanged: a lottery of proximity, both physically and online,” says Jannie Haek, CEO of the National Lottery.

A record turnover and a record number of game moments also lead to an increase in total winnings. In 2025, players experienced 117.2 million winning moments at the National Lottery, good for €1.266 billion paid out in winnings. The number of winnings paid increased by 17% compared to 2024, and the average win increased by about €1.

But at the National Lottery, you never win alone. The basic principle of a public lottery is that individual luck is part of a collective model: the winners do not walk away with all the stakes; part of it flows back to society. In this way, luck ultimately smiles on everyone: the winners... and society.

“A record in turnover, that’s great. But our real pride is that we remain a popular, responsible lottery serving the country. At the National Lottery, you never win alone,” concludes Jannie Haek.

Context

The National Lottery is undergoing a large-scale digital transformation (Apollo program) to strengthen its martech, data, and engagement capabilities within a highly regulated environment.

In this context, we are looking for an experienced consultant to further develop the Marketing Engagement Platform (MEP), the first-party data strategy, and the integration of AdTech and Data Clean Room capabilities. The role is situated at the intersection of business, marketing, data, and IT and requires strong stakeholder alignment and experience in complex, regulated environments.

Assignment

• Guide the implementation and optimization of the Marketing Engagement Platform (MEP)
• Translate business needs into functional and technical requirements
• Help shape the first-party data strategy and a 360° customer view
• Contribute to the integration of AdTech and Data Clean Room use cases
• Facilitate workshops and alignment between marketing, IT, and data teams
• Support omnichannel campaign orchestration (e-mail, push, digital)
• Apply GDPR and consent management principles in data processes
• Contribute to service design and the optimization of customer journeys

Profile

• Minimum 8 years’ experience in digital transformation, CRM, martech, or data
• Demonstrable experience with marketing automation / engagement platforms
• Experience with data, segmentation, and personalization
• Knowledge of AdTech and/or Data Clean Room is a strong plus
• Comfortable in complex stakeholder environments
• Strong communication and stakeholder management skills
• Bridge builder between IT and Business
• Languages: Dutch and French (fluent), English (professional)