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

CEO and chair of the boards

Sigrid van Aken is an accomplished business leader serving as the Chief Executive Officer (CEO) of the Postcode Lottery Group. Under her leadership, the Postcode Lottery Group has become a prominent force in fundraising for charitable causes across five European countries, with a total of €904 million raised in 2023 alone, benefiting thousands of charitable initiatives, locally and internationally.

This philanthropic commitment positions the Postcode Lottery Group as the world's third-largest private charity donor in 2021, actively contributing to the advancement of a fairer, healthier, greener global community.

Throughout her tenure, Sigrid has been instrumental in driving the Group's growth, holding multiple senior and international leadership roles over her impressive two-decade career with the lotteries. Since assuming the role of CEO, she has spearheaded strategic initiatives that have propelled the Group's revenues, with all six lotteries experiencing significant growth in 2023, and achieving an impressive 25% increase over the past four years.

As a key member of the Executive Board, Sigrid is focused on bold growth strategies, and expanding the Group's presence into new markets. Her notable achievements include the successful establishment of Postcode Lotteries in Germany (2016) and Norway (2018), along with the implementation of international governance for Novamedia. Under her leadership an international growth strategy was launched in 2020/21 to solidify the Postcode Lotteries and Postcode Lottery Group’s position as a leading international lottery operator and philanthropic contributor.

She has been named several times in the Dutch publication ‘Opzij top 100’ as the most influential woman in the Charities category, and in 2014 she was nominated as a finalist for the title of Top Woman of the Year in the Netherlands.

Sigrid holds a degree in French Language and Literature from the University of Utrecht. Her career started in 1994 at Rabobank in Paris, followed by a stint at KPMG Consulting where she specialised in IT Governance and Management. She joined the Postcode Lottery Group in 2002. Sigrid completed a leadership programme at the highly regarded International Institute for Management Development (IMD) in Lausanne, Switzerland in 2009.

Beyond her corporate responsibilities, Sigrid is active in the charity landscape and served on the Supervisory Board of Amsterdam's public transport company GVB from 2013 to 2021. Her commitment to public service underlines her dedication to fostering positive societal change.

Sigrid's leadership ethos is built on the importance of collaboration and innovation and the transformative power of collective action – characteristics that are also shared across the Postcode Lottery Group and its work to create a better world.

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 Dutch Postcode Lottery brands. 

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. The Norsk Postkodelotteri 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 the Nationale Postcode Loterij, 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 the Nationale Postcode Loterij, 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.