Dutch Lottery Strengthens Leadership with Two Senior Appointments
The Dutch Lottery (Nederlandse Loterij), the largest gambling provider in the Netherlands, has announced the appointments of Yvonne de Liefde and Claudia Sampaio to key leadership roles. The appointments are part of the Lottery’s strategy to enhance its management team and drive future growth.
New Roles and Responsibilities
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Yvonne de Liefde has been appointed as the Head of Sponsoring and Partnerships, a role where she will oversee strategic collaborations and partnerships, including maintaining existing relationships and forging new agreements with prominent organizations such as the KNVB (Royal Dutch Football Association), TeamNL, and top Dutch football clubs. Her experience in global sponsorships will be pivotal in strengthening the Lottery’s presence in sports and gaming.
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Claudia Sampaio will join as the Director of Retail, overseeing the entire retail segment of the Dutch Lottery. Sampaio’s role will be crucial in steering the company through the ongoing transformations in the retail sector, managing both existing channels and expanding the Lottery’s reach to new customer bases.
Strong Backgrounds of the New Appointees
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Yvonne de Liefde brings significant experience to her new role, having previously worked with Trefpunt, KPN, and De Lotto before joining Heineken as Manager of Global Sponsorship Events. She expressed her excitement about joining the Dutch Lottery and looks forward to strengthening its gaming brands through strategic partnerships.
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Claudia Sampaio has a solid background, starting her career at Procter & Gamble and later working at Perrigo Netherlands. Before joining the Dutch Lottery, she was Associate Director of Retail at Coca-Cola Europacific Partners. Sampaio shared her enthusiasm about her new role and is eager to help the Lottery navigate the evolving retail landscape.
Leadership Vision and Future Goals
Arno de Jong, the Chief Commercial Officer of the Dutch Lottery, emphasized the strategic importance of these hires, stating that both De Liefde and Sampaio bring a proven track record of building meaningful collaborations and possess a strategic perspective that will help prepare the Lottery for future challenges and . He expressed confidence that their leadership will further strengthen the organization.
