Allwyn AG has appointed Xenia Olajosova as Group Media Director.
Olajosova brings international experience across marketing, media and transformation to the lottery-led gaming entertainment company. She joins from global health tech company BD, where she led the Centre of Excellence for Marketing Communication, and has previously held senior media and marketing roles at Galderma, Duracell and Procter & Gamble.
Her initial focus at Allwyn will be building the Group's media strategy, establishing a consistent global media measurement framework, and using the company's global scale and local execution to improve media effectiveness, support digital growth and maximise marketing impact across its markets.
"I am truly excited to join Allwyn at such an important moment in its journey,” Olajosova said.
“I look forward to working closely with colleagues across the Group and our markets to bring more consistency, shared learning and value to our brand and product ambitions, while continuing to respect the local expertise and flexibility that make our teams so effective."
Tatiana Jouanneau, Allwyn's Group Chief Brand Officer, said Olajosova joins at a pivotal time as the company continues investing in its global brand, following the recent appointment of Forsman & Bodenfors as its global creative agency.
"She brings strong experience leading large-scale media transformation programmes across complex, multi-market organisations, building strong governance and driving measurable business impact," Jouanneau said, adding that Olajosova's leadership would help strengthen Allwyn's media capability and support its ambition to build one of the world's most distinctive entertainment brands.
Recently, the National Lottery generated £377.2m ($507.8m) for good causes in the first quarter of its 2026-27 financial year, comprising £358.4m from Allwyn's Good Causes Contribution.
Allwyn has launched new Beat The Chasers scratchcard products as part of its licensing agreement with ITV Studios
