Lottery Corporation Unveils New Structure for Digital Growth

The Lottery Corporation Limited (TLC), Australia’s largest lottery operator, has announced a major restructuring of its business that will take effect on July 1, 2026. The overhaul follows the departure of long-time CEO Sue van der Merwe and is aimed at strengthening the company’s focus on growth, particularly in the digital segment.

The new framework will divide the company’s operations into dedicated business units, allowing each core area to operate with clearer leadership and strategic direction.

New Structure Focused on Core Business Lines

Under the revised operating model, TLC will introduce three customer-facing divisions covering lotteries, digital and keno operations.

Callum Mulvihill has been appointed Chief Operating Officer for Lotteries, where he will oversee the development of the company’s main lottery products while improving performance across retail outlets and digital wholesale partnerships.

Loren Somerville will serve as Chief Operating Officer for Digital. Her role will focus on expanding online lottery sales, enhancing the company’s mobile and web platforms and exploring new entertainment opportunities connected to lottery products.

Meanwhile, Antony Moore will become Chief Operating Officer for Keno. His responsibilities include bringing together venue-based keno operations and online keno offerings within a single division.

Enterprise Units to Support Operations

Alongside the three operational divisions, TLC is introducing enterprise support units designed to maintain alignment across the organization. These units Financial & Corporate Services, Strategy and People & Brand will manage governance, internal coordination and broader company initiatives.

Changes to the Executive Leadership Team

The restructuring also includes adjustments to the company’s executive leadership team.

Adam Newman will move into the role of Chief Financial Officer. His responsibilities will extend beyond finance to include oversight of legal, risk, cybersecurity and technology services.

Rob Ure has been appointed Chief Strategy Officer, while Michelle Williams will take the position of Chief People and Brand Officer.

As part of the transition, Chief Customer and Marketing Officer Andrew Shepherd and Chief Legal and Risk Officer Nicholas Allton will leave the company.

Managing Director and CEO Wayne Pickup stated that the current strategy has provided a strong foundation but requires adjustments to unlock further value. According to Pickup, the new structure will help accelerate decision-making, support local market growth and strengthen long-term strategic planning.

Transition Linked to Leadership Changes

The organizational redesign comes after the retirement of Sue van der Merwe, creating an opportunity for TLC to reposition itself for its next stage of growth. While lotteries remain the company’s primary revenue driver, the new structure gives greater attention to digital development and the keno segment.

The introduction of enterprise support teams is intended to streamline internal processes, enabling operational divisions to focus more directly on customer-facing initiatives.

Preparing for Future Growth

Through this restructuring, TLC aims to expand lottery performance across retail and wholesale channels, improve its digital platforms and unify keno operations across physical venues and online environments.

The expanded responsibilities assigned to CFO Adam Newman place finance, legal, risk, cybersecurity and technology under a single leadership structure. Meanwhile, strategic direction and workforce management will be guided by Rob Ure and Michelle Williams.

With the new structure set to take effect in July, TLC is positioning itself to operate more efficiently while strengthening its digital capabilities and expanding its role in the evolving entertainment landscape.