Lucy Denton has left the Gambling Commission, where she was director of communications, to become head of digital communications at the Electoral Commission.
She replaces Tim Crowley, who left in May, and reports to Niki Nixon, director of communications and external affairs.
Denton, who has now started her new role, heads up a six-strong team which delivers the Commission’s voter-facing digital services, including its website and social media channels.
The digital comms team is set to double in size to 14 in the coming months, according to the Commission.
The expansion is part of a new five-year corporate plan which will impact the way the communications and external affairs directorate works, with a focus on developing its use of digital tools and channels to reach key audiences.
And the Commission is also bringing in-house its postcode look-up tool that provides people with information on elections in their area, which is currently handled externally.
Denton has been tasked with developing and delivering the Commission’s digital strategy, ensuring voters and other key audiences have access to accurate, accessible and engaging online information about the UK’s democratic processes.
She has worked in comms for more than a decade and prior to joining the Gambling Commission in 2021 was head of comms at the Office of the Public Guardian, an executive agency of the Ministry of Justice. Other previous roles include head of strategic communications and campaigns, Government Digital Service; digital campaigns manager, Department of Health and Social Care; and digital engagement manager, House of Commons.
Commenting on her new role, Denton told In.Comms: “The Electoral Commission has some truly exciting ambitions for the coming years, and this role combines many of my passions, while also giving me an opportunity to get hands-on with the action. I feel a strong alignment to its mission and vision – which is really important to me.”
She added: “I'm particularly excited about how we can try new things to engage new audiences across a range of channels to reach a new generation of voters.”
Her initial priorities include creating a social media strategy, with outcomes-focused reporting measurements, as well as preparing for the Welsh and Scottish elections in May 2026.