Allwyn appoints Tatiana Jouanneau as Chief Brand Officer

• International lottery group names experienced marketing executive to lead brand visibility push.
• Jouanneau brings over 20 years of experience building global brands at Procter & Gamble, Duracell and Logitech.
• Appointment follows transformational year including PrizePicks acquisition and OPAP merger.

International lottery group Allwyn has appointed Tatiana Jouanneau as Chief Brand Officer, tasking her with expanding the company’s brand visibility across multiple markets during a period of intensive international growth.

The appointment was announced on 9 December as the company prepares to close the year with major expansion milestones.

Strategic hire during expansion phase

Jouanneau joins Allwyn as the company executes an ambitious diversification strategy beyond its traditional lottery operations. The past 12 months have seen Allwyn expand its portfolio through major acquisitions and partnerships, positioning itself as a lottery-led entertainment company rather than a pure lottery operator.

The appointment comes as Allwyn operates the UK National Lottery, maintains leading market positions in Austria, Czech Republic, Greece, Cyprus and Italy, and expands into new verticals including daily fantasy sports and sports betting through recent acquisitions.

“I’m honoured to be joining Allwyn at such a dynamic stage in its evolution,” said Tatiana Jouanneau.

“Over the next few years, Allwyn will continue on its exciting journey of growth, and I am eager to help shape a global brand that connects deeply with players and partners alike.”

Extensive marketing credentials

Jouanneau brings over 20 years of global marketing experience to the role. She previously served as Global Chief Marketing Officer at Duracell, where she led the brand’s carve-out from Procter & Gamble into Berkshire Hathaway in 2016. Her tenure at Duracell saw her develop brand-building frameworks for both B2C and B2B marketing, alongside global partnership programmes with Disney, Mattel and Hasbro.

Before Duracell, Jouanneau spent significant time at Procter & Gamble, working across multiple FMCG categories including feminine care, baby care, personal healthcare, personal beauty and food & beverages. More recently, she held the position of Chief Marketing Transformation Officer at Logitech.

The trilingual executive has worked across over 80 international markets throughout her career. She has received seven Cannes Awards for brand building and was recognised as “Global Woman to Watch” in the marketing industry.

Major transformation underway

Branding and marketing have played key roles in Allwyn’s recent growth trajectory. The company’s partnerships with Formula 1 and 2025 constructors and drivers’ champions McLaren demonstrate its commitment to high-profile brand positioning. Industry observers suggest Jouanneau’s appointment may signal further major partnership announcements in 2026.

“We are thrilled to welcome Tatiana to Allwyn,” said Robert Chvatal, CEO of Allwyn.

“Her exceptional global marketing experience, strategic insight, and passion for building meaningful brands make her the ideal person to lead Allwyn’s brand vision as we continue to grow and diversify. This appointment marks another key step in our mission to create a world-class entertainment company that leads with integrity, creativity, and player trust.”

Expansion beyond lotteries

The year 2025 has been particularly transformational for Allwyn. In September, the company announced a definitive agreement to acquire a 62.3% stake in PrizePicks, the largest daily fantasy sports operator in North America.

The deal, valued at $1.6 billion upfront with potential additional payments bringing the total enterprise value to $4.15 billion, marks Allwyn’s biggest US investment to date.

The PrizePicks acquisition provides Allwyn with significant exposure to the rapidly growing US daily fantasy sports market. The platform operates in 45 US states and generated adjusted EBITDA of $339 million in the 12 months to June 2025, with revenue growth exceeding 60% year-on-year.

In October, Allwyn announced plans to merge with OPAP, the operator of the Greek National Lottery and a major sports betting player. The merger creates a combined entity valued at approximately €16 billion, further expanding Allwyn’s presence in regulated gaming markets.

Digital transformation focus

Allwyn has also made significant strides in digital operations. The company’s 2024 financial results showed digital channel revenue surged 20% year-on-year, now representing 39% of group gaming revenue. Total revenue reached €8.79 billion for the year ended 31 December 2024, a 12% increase from the previous year.

Earlier in 2025, Allwyn completed the acquisition of a 70% stake in Instant Win Gaming, a leading e-instants supplier with strong US market presence. The company also announced its intention to acquire a controlling interest in Novibet, an online sports betting and gaming operator.

Building entertainment brand

The Chief Brand Officer role positions Jouanneau to oversee brand strategy across Allwyn’s expanding portfolio. The company operates lotteries in multiple European markets and is building presence in the US through its Illinois Lottery operation and the pending PrizePicks acquisition.

Allwyn’s brand evolution reflects its broader strategic shift from traditional lottery operator to diversified entertainment company. The company returned €4.8 billion to good causes and gaming taxes in 2024, whilst employing over 8,000 people worldwide.

Market implications

The appointment signals Allwyn’s intent to professionalise its marketing operations at a group level as it manages multiple brands across different markets and verticals. Jouanneau’s experience in both consumer and B2B marketing will prove valuable as Allwyn navigates partnerships with sports organisations, retail networks and regulatory bodies.

For the broader lottery and gaming industry, Allwyn’s aggressive expansion and brand-building strategy demonstrates how traditional lottery operators can evolve into diversified entertainment companies. The company’s willingness to invest in high-profile partnerships and acquisitions sets a template for other lottery operators seeking growth beyond core lottery products.

Jouanneau’s track record in transforming established brands and developing partnership programmes aligns with Allwyn’s stated ambition to create a world-class entertainment company. Her appointment reinforces the company’s commitment to brand building as a driver of growth alongside operational excellence and product innovation.