Nederlandse Loterij updates C-Suite lineup to boost commercial profile
Dutch lottery operator, Nederlandse Loterij, is strengthening its commercial prowess with the addition of two new senior hires.
First off, Claudia Sampaio is now Director Retail, joining over from Coca-Cola Europacific Partners where she held the role of Associate Director Retail from 2022. Previous to that, she worked at Procter & Gamble and Perrigo Netherlands.
Sampaio will now oversee the strategic planning and financial performance of Nederlandse Loterij’s retail division, ensuring that the segment’s activity remains in line with market trends and that all targets are met.
On her appointment, she said: “I am happy and it feels like an honor to start at the Dutch Lottery. Together with the various teams, we will ensure that we are at the forefront of the transformations that retail in the Netherlands is currently going through, both in the existing channels and with new customers.”
Another key position, that of Head of Sponsoring and Partnerships, will be taken by Yvonne de Liefde, whose previous tenure was with Heineken as a Manager Global Sponsorship Events.
Her career spans across a multitude of marketing communication roles for companies like telecommunications firm KPN, ending up at Heineken in 2013 and spearheading collaboration projects with NOC*NSF, KNVB, and Birra Moretti.
De Liefde said: “I am proud to be able to fulfill this new role. The Dutch Lottery 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 the Dutch Lottery.”
Quick to welcome the new pair was Arno de Jong, CCO of the Dutch Lottery, who gave additional praise to the senior hires’ abilities.
He said: “With Claudia and Yvonne we gain a wealth of experience in retail and sales management and in sponsorship and partnerships. Both have a proven track record in building meaningful collaborations, a strategic outlook and are able to further strengthen the organization and prepare it for the future.”
Evidently in the midst of a significant internal restructuring, the Dutch Lottery also recently parted ways with Alexander Pechtold, Chairman of its Supervisory Board, who went on to pursue a political career as the elected Mayor of Deft back in July.
https://lotterydaily.com/2025/09/01/retail/nederlandse-loterij-3/