The Board

Executive Board

Our Executive Board is responsible for the Novamedia / Postcode Lottery Group and its affiliated companies. Our board members are Sigrid van Aken (CEO), Imme Rog (CMO) and Michiel Verboven (CCO).

Sigrid van Aken

Member of the Executive Board / CEO

Sigrid van Aken is CEO of the Postcode Lottery Group. She joined the business in 2002, becoming Managing Director of Postcode Lottery Netherlands in 2009, COO of the Postcode Lottery Group in 2013 and CEO in 2020.

As CEO and under her leadership, the Postcode Lottery Group has become a world leader in charity fundraising with six Lotteries and millions of loyal players across five countries. In 2025, the Lotteries raised €1 billion for charities. Since the first Postcode Lottery launched in the Netherlands in 1989, over €15.5 billion has been donated to local and international charities, Over the past six years, the Group has achieved a 45% growth in revenue.

Sigrid is passionate about the power of civil society as a force for good and lasting change. She is a strong advocate for trust-based, long-term funding, championing an approach that gives charities the essential freedom to respond quickly to changing needs and situations, strengthen their organisations and, ultimately, create an even greater impact.

Collaboration, curiosity and a drive to make a real difference run throughout everything she does as a leader. These same values sit at the heart of Postcode Lottery Group’s purpose to make life better for everyone.

Throughout her Postcode Lottery career, Sigrid has played a central role in the Group’s growth and international development, including taking the unique Postcode Lottery format to new markets and introducing an international governance structure.

In 2025, Sigrid was admitted into the Order of the Légion d'Honneur, France’s highest and most prestigious institution.

Sigrid holds a degree in French Language and Literature from the University of Utrecht and completed an executive leadership programme at the IMD Business School in Switzerland. She began her career at Rabobank in Paris, before joining KPMG Consulting where she specialised in IT governance and management.

Imme Rog

Member of the Executive Board / CMO

Imme Rog is a Member of the Executive Board of the Postcode Lottery Group. She was appointed to the Board and named Chief Marketing Officer in 2018. 

Since joining the Postcode Lotteries in 2000, Imme has held senior leadership roles across television, digital, marketing, branding and international expansion. She previously served as Managing Director for three Postcode Lottery brands in the Netherlands. 

She is responsible for shaping marketing and brand strategy across all five European operating countries. Imme is also responsible for employer branding and positioning the Group and its Lotteries as a great place to work and an employer of choice. She steers strategic initiatives in partnership with HR, focused on attracting, retaining and developing top talent. 

Under her leadership, she transformed and positioned the VriendenLoterij as one of the leading funders of art and culture in the Netherlands. Its players have now raised over €2.7 billion for some of the country’s most recognisable institutions and museums, helping broaden engagement and access to culture and heritage. 

Imme played a key role in bringing the Postcode Lottery format to Norway. Postkodelotteriet Norge was launched in 2016 and today, more than 496 million Norwegian kroner (€46 million) has been raised for charity partners SOS Children’s Villages and WWF. 

She was named Marketeer of the Year in 2011 for her bold marketing strategies and breakthrough results: nearly doubling brand awareness and increasing ticket sales for the VriendenLoterij – all within one of the most tightly regulated sectors. This led to increased funding for cultural organisations across the Netherlands.

Imme holds a master’s degree in Modern Dutch Literature from the University of Amsterdam.

Beyond her corporate roles, Imme served as Chair of the board of the influential Dutch organisation SIRE (Stichting Ideële Reclame). She also held a non-voting board position at Stichting DOEN. SIRE is known for bold public awareness campaigns that spark national conversations on important social issues from mental health to youth violence. DOEN, supported by Postcode Loterij Nederland, funds pioneers in sustainable innovation and social enterprise to help create a more climate-resilient future.

In 2023, Imme relocated to London to establish a Postcode Lottery Group office. This move created a strategic and connected hub at the heart of the organisation. From London, Imme plays a leading role in driving future growth, development and collaboration across the Postcode Lottery Group and all five countries where it operates lotteries.

Throughout her career, Imme has championed impact beyond business through marketing, combining innovation, creativity and commercial success.

Michiel Verboven

Member of the Executive Board / CCO

Ever since he came on board as a marketeer in 2002, Michiel has been exploring marketing and sales opportunities to grow our lotteries and enhance engagement. Right from the start he showed his talent for designing and executing clever proposition strategies. 

During his tenure at the SponsorBingo Loterij, precursor of the Dutch VriendenLoterij, the number of players almost doubled. He also demonstrated a keen eye for fruitful partnerships. Notably, he secured a long-term contract with the Dutch premier football league, boosting the Lottery’s presence and visibility. It’s among the longest running and most successful sport sponsor partnerships in the Netherlands, still in place today. 

Michiel steadily moved through the Lottery ranks. Always focused and dedicated to our mission: raising funds for good causes. After a three years spell as Head of Marketing at Postcode Loterij Nederland, increasing sales and revenue, Michiel moved on to become Managing Director. As such he oversaw, among many other things, the successful introduction of the VriendenLoterij VIP-card, a loyalty card granting players free entry to almost 130 well known Dutch museums as well as offering discounts on tickets for theatres, cinemas and amusement-parks. 

Subsequently Michiel’s talent for effectively combining data insights, tech and marketing also proved itself on an international scale. 

Now, as a board member of the international Postcode Lottery Group and our Chief Commercial Officer, he is blending marketing, tech and data into an effective whole. Under his energetic watch the various international postcode lotteries were aligned – and eventually the Postcode Lottery Group was created to operate the international charity lotteries and to set up new lotteries whenever the opportunity arises. Michiel’s technical acumen ensures the right integration of data, sales and marketing intelligence. His marketing intuitions and experience drive further growth, optimizing different channels, media and resources, truly connecting people and technology. Michiel’s vigor and know-how were paramount in creating a future proof international lottery group, thus making us more effective in our mission.

 Determined to keep developing himself he attended INSEAD (Leading for Results) and also enrolled in IMD Executive Education (High Performance Leadership).

 Happy with his wife and two sons he lives in Heemstede.

Novamedia Holding BV

The Supervisory Board is responsible for management performance oversight and advising the Executive Board. The Supervisory Board hereto supervises the policy of the Executive Board and the general course of affairs of Postcode Lottery Group and its subsidiaries.

The Executive Board of Postcode Lottery Group determines policy, sets financial guidelines and bears ultimate responsibility for day-to-day management of Postcode Lottery Group and its subsidiaries. The Executive Board is diligently overseen and held accountable by the Supervisory Board.

The Novamedia Foundation

Novamedia created and owns the Postcode Lottery format and brand. The continuity of Novamedia’s mission and the social entrepreneurial spirit, are the main objectives for The Novamedia Foundation.

The foundation has been incorporated with the core function of perpetually holding all the shares in Novamedia Holding. There are no private shareholders. This structure was implemented in December 2017. The foundation will never transfer shares in Novamedia Holding to another party and Novamedia Holding will never transfer shares in Novamedia BV.