Eyres becomes the leader of the UK business after previously spending more than 14 years with its parent company, Northern & Shell. Her most recent role at the group was as editor-in-chief of “New!” and “Star” magazines, publications she headed between 2013 and 2018.
Eyres, who has worked as a freelance journalist for a number of national titles during the last five years, replaces outgoing chief executive Des Duffy at The Health Lottery.
“We are delighted to welcome Lebby back into the Northern & Shell family,” said Martin Ellice, joint group managing director at Northern & Shell. “In her previous roles she was a strong leader and played an integral role in the company’s strategy. In particular, she was a key player in the transformation of the media business from print-led to digital-first prior to its sale to Reach PLC.
“The Health Lottery is going through a similar transition, and is moving towards a more data-driven approach. We believe Lebby will do an excellent job of managing the different and exciting opportunities presented by both the digital and retail arms of the business.”
Eyres will oversee a relaunch of The Health Lottery’s website this summer, as well as the introduction of a new brand identity. As well as drawing on her experience managing business transformations, she plans to put her health journalism background to good use by improving the storytelling used in the business.
She said: “Our Good Causes work is built into our name, unlike any other lottery, so people know that the money raised through The Health Lottery goes towards health issues.
“However, some people don’t realise our focus is on addressing health inequalities and the most disadvantaged members of society, and I want to make that clear by publicising the stories of the people who benefit. These compelling stories will focus on individuals whose lives are being transformed by the projects funded through us, and will get to the heart of how we’ve helped them. I think today’s players really want to know where the Good Causes element of their ticket is going.”