Nederlandse Loterij, the national lottery operator of the Netherlands, has announced the appointment of two new executives to its leadership team, strengthening its retail and partnership divisions. The new hires, Claudia Sampaio and Yvonne de Liefde, bring a wealth of experience from prominent multinational corporations.
Claudia Sampaio has been named the new Director of Retail. She joins the lottery with two decades of extensive experience in high-level marketing positions. Her distinguished career began at Procter & Gamble, where she spent ten years progressing through various roles, culminating as a Category Manager. She later held management positions at Perrigo Nederland before moving to Coca-Cola Europacific Partners. In her new capacity at Nederlandse Loterij, Sampaio will oversee the entire retail department, guiding its strategy through the evolving landscape of the Dutch market.
Concurrently, Yvonne de Liefde has been appointed as the Head of Sponsoring and Partnerships. De Liefde has a robust background in marketing and communications, with early career experience at De Lotto and KPN. She most recently joins from Heineken, where she was instrumental in managing major partnerships with the Dutch Olympic Committee (NOC*NSF) and the Royal Dutch Football Association (KNVB), as well as launching the Birra Moretti brand in the Netherlands. Her new role will focus on leveraging the connective power of sports to enhance the lottery’s brand mission.
These appointments follow the hiring of Arno de Jong as Chief Commercial Officer late last year and signal a continued effort by the Netherlands Lottery to reinforce its commercial leadership and strategic direction.
The move also comes after the operator partnered with Playtech earlier this year to enhance its bingo offerings.
Claudia Sampaio, Director of Retail, commented:
I am happy and it feels like an honour to start at Nederlandse Loterij. Together with the various teams, we will ensure that we are at the forefront of the transformations that retail in the Netherlands is currently undergoing, both in the existing channels and with new customers.
Yvonne de Liefde, Head of Sponsoring and Partnerships, commented:
I am proud to be able to fulfill this new role. Nederlandse Loterij has been showing the connecting power of sport for many years. I look forward to working with the team to make the beautiful game brands even more successful and thus contribute to the mission of Nederlandse Loterij.
