Camelot has appointed Keith Moor, currently chief marketing officer at Santander, in the same role.
Moor will join the National Lottery operator in September and report to Camelot chief executive Nigel Railton.
He succeeds former marketing and consumer director Sally Cowdry, who left Camelot in May last year after five years. The following month, she joined Travelopia as group chief customer officer and managing director of Tailormade.
Moor has worked at Santander and its predecessor companies Abbey, Alliance & Leicester and Bradford & Bingley for 24 years. He first joined Abbey in 1995 as group marketing manager, later holding a series of more senior marketing roles. In 2008, he succeeded Jeremy Davies in leading marketing for all three brands.
In 2009, when their parent company rebranded all three as Santander, Moor led the UK launch of that brand. In 2013, he was promoted from director of brand and communications to chief marketing officer.
Railton said: "Keith is joining Camelot at a pivotal time – as we celebrate the 25th year of The National Lottery. It’s also an important time for our marketing function specifically, as we strive to continue to better connect The National Lottery’s purpose with play – to raise even more money for good causes.
"We’ve made some good progress – for example, with the launch of our ‘Amazing starts here’ brand strategy and our return to primetime Saturday night TV – and we’re looking forward to seeing how we can further build on this with someone of Keith’s calibre leading the team."
Moor added: "It sounds like the team have been doing a fantastic job of moving to a more brand-led approach and trying new things – and I can’t wait to get stuck in."
Camelot appointed Adam & Eve/DDB as its retained agency in March 2018, bringing to an end a 14-year relationship with Abbott Mead Vickers BBDO.