Ross Sergeant is Global Media Director at Allwyn, the multi-national lottery operator behind some of the most recognised gaming brands across Europe, the UK, and the United States. With over 25 years of experience across client, agency, and entrepreneurial roles, Ross has led media strategy and digital media transformation at global giants including Diageo and Asahi.

At Allwyn, he leads a cross-market media organisation driving integrated media strategy, digital transformation, and performance accountability. His focus is on building brand fame responsibly at scale, championing smart media investment and long-term growth over short-term noise.