Nederlandse Loterij appoints Claudia Sampaio and Yvonne de Liefde
The two have been hired as Director of Retail and Head of Sponsoring and Partnerships, respectively.
Key points:
– Nederlandse Loterij has appointed Claudia Sampaio as Director of Retail
– Yvonne de Liefde has been appointed Head of Sponsoring and Partnerships
– Both come with extensive experience in their respective fields
Nederlandse Loterij has made two new appointments to bolster its executive team.
Claudia Sampaio has been appointed Director of Retail and comes to the role with two decades of experience in various marketing roles. This includes 10 years at Procter & Gamble, where she developed her career from Market Planner in 2005 to Category Manager, Hair and Skin Care NL in 2014, before moving to Perrigo Nederland in 2015. Over six years, she went from Key Account Manager to Brand Manager, and in May 2022, she moved to Coca-Cola Europacific Partners, where she worked for three years.
In her role with Nederlandse Loterij, she will be responsible for the retail department of the lottery. On the role, Sampaio said: “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.”
Good to know: Earlier this year, Nederlandse Loterij partnered with Playtech to bring 20 exclusive in-room games to bingo players
Yvonne de Liefde, meanwhile, has been appointed Head of Sponsoring and Partnerships.
She began her career with Trefpunt and later De Lotto and KPN, working in a range of marketing communication roles. In 2013, she was hired by Heineken, collaborating with NOC*NSF, KNVB, while also bringing Birra Moretti to the Dutch market. Said de Liefde: “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.”
The appointments come following the hiring of Arno de Jong as CCO last year.
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