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Brand & business transformation background, via effective commercial strategy, innovation & compelling marketing content

Matt Osgood, St Albans, United Kingdom


25 - 40 years

Other titles

Head of Brand & Marketing Director of Consumer Marketing Head of Marketing (seconded)


Marketing MArketing Strategy Advertising Data Analysis ROI + 12 more

I'm offering

Commercial marketing professional with both client & agency side experience (Brand, Consumer, FMCG, Gaming, NPD) in the UK, Europe, Canada & USA.

Skill set grounded in interpreting
consumer insights to inform innovation & engagement, to stimulate behaviour change.

Team player with the ability to engage, influence, lead & motivate cross-functional commitment from stakeholders via a collaborative leadership style.

Consistent track record of developing brand & category strategies to generate consumer advocacy, drive market share & deliver value to shareholders.


United Kingdom

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Casinos & Betting Food & Beverages



Ready for

  Smaller project
  Larger project
  Ongoing relation / part-time
  Full time contractor


Typically available right away

My experience

2010 - 2019   job
Head of Brand & Marketing Camelot Group.
to export private operator expertise, products & solutions to international lotteries through bids to operate & consulting - $4bn annual turnover

Head of Brand & Marketing
Responsible for creating & executing brand & marketing transformation strategies for &/or with customers in Europe & North America.
Consulting, Transformation, International, Marketing

2018 - 2018   job
Director of Consumer Marketing Camelot Illinois.
➢ Established new structures, processes, recruited agencies, insight & data requirements, recruitment & skilling up for operational transformation takeover
➢ Led team in development & execution of FY19 Marketing Plan to address consumer mistrust & apathy - growing weekly penetration to 34% of adults by Jan 2019 (an increase from 27% YoY).
Processes, Marketing, Recruitment, Development, Transformation, UP, LED

2017 - 2017   project
Innovation & Brand Consultant Camelot UK.
Supported UK strategic review of commercial plans to revive trading, on 2 of the 4 review areas: Portfolio evolution & Reinvigorating the National Lottery brand.

2016 - 2016   job
Head of Marketing (seconded) The National Lottery.
Led a small but agile team in a highly competitive marketplace; controlling a €20m+ marketing budget across all brands & digital channels for a €700m+ category. Responsible for research, marketing comms, agency management, product & channel launches, consumer PR & customer acquisition.
➢ Restructured under-performing Marketing & PR function, introducing new processes & collaborative ways of working; to better align with the new channels, media landscape & consumption patterns, & to improve departmental integration & morale
➢ Implemented econometric model & ROI driven approach to advertising & social.

Significantly contributing to the following results:

➢ +12% YoY sales growth (+9.6% in Retail / +78.3% YoY in Digital)
➢ Best Lotto sales in past 5yrs & Best EuroMillions sales in past 10yrs
➢ Best Ever sales on Instants & Xmas Raffle
➢ Reversed 6-year decline, growing penetration to 66% of all adults (+8 YoY)
➢ Grew 18-24-year-old penetration from 38% in Jan 2016 to 55% by Jan 2017
➢ Successful launches of TNL Twitter account & Android/iOS transactional App
➢ Improved position of #51 (from #81 in prior year) in the annual Ireland RepTrak® study corporate reputation score.
➢ Presented this work as a case study to the North American Association of State & Provincial Lotteries NASPL conference in 2017
Growth, Controlling, Pr, Retail, Integration, Management, Sales, Budget, Twitter, Agile, App, ROI, Patterns, Performing, Processes, LED, Social, Marketing, IOS, Android, Research, Advertising

My resume

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