Sarah Icken

Sarah Icken is a seasoned communications professional with extensive experience in media relations and strategic communications. Currently serving as Senior Media Relations Manager at Allwyn UK since February 2024, Sarah previously held the same title at Camelot for over a decade, where responsibilities included promoting and protecting the reputation of Camelot and The National Lottery. Prior experience includes positions at PhonepayPlus (now PSA), where Sarah managed various project work and honed skills in copywriting, supplier management, and press office expertise. Additionally, experience encompasses a range of temporary roles early in Sarah's career, complemented by a BA in Journalism & Communications from Middlesex University.