The board

Executive board

Our executive board is responsible for the daily management of 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 (1970) is the Chief Executive Officer (CEO) of Novamedia and Chair of the boards of Nationale Postcode Loterij and VriendenLoterij and their parent company Holding Nationale Goede Doelen Loterijen. 

Since 2013, she has been a member of the Executive Board of Novamedia (first as Chief Operating Officer, later as Chief Financial Officer, and as CEO from March 2020), and is thus responsible for the operations of the Postcode Lotteries in five countries. Prior to that, from 2002, she was active in various roles, including Chair of the Managing Directors Team of the Postcode Loterij and the VriendenLoterij for three years and Head of the Charities Department in the Netherlands.

She was involved in setting up Postcode Lotteries in Germany (2016) and Norway (2018) and in implementing the international governance of Novamedia. Due to the rapidly changing international gaming market, an international growth strategy was launched in 2020/2021 under her leadership to strengthen the position of the Postcode Lotteries and Novamedia as an international lottery operator and the 3rd largest private donor in the world.

Sigrid has extensive international managerial experience as a (non-)executive board member in a public-private context. She also has expertise in areas such as the financing of charities, international Lottery-legislation and -regulations, public affairs and stakeholder management.

Sigrid was a member of the Supervisory Board of Amsterdam’s public transport company GVB from 2013 to 2021 (alternating between chair of the nomination & remuneration committee and vice-chair). From 2013-2017 she was a member of the Supervisory Board of The Duch, a private/business golf club with an 18-hole Championship course.

She has been voted several times in the 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.

She is fascinated by the combination of entrepreneurship and ideals. She enjoys working closely with her colleagues on big projects that have a positive impact on others and the planet. With her work, she wants to contribute to initiatives by courageous people who want to make the world greener, more liveable and fairer. Sigrid firmly believes that people with optimism and perseverance can achieve a lot together, as expressed in the words of the first international ambassador of the Postcode Lottery, Nelson Mandela: ‘It always seems impossible until it’s done’.

After finishing high school, Sigrid studied French Language and Literature before starting her career in 1994 at Rabobank in Paris. In 1998, she joined KPMG Consulting and was a senior consultant in the field of IT Governance and Management until 2002. In 2009 she attended the International Institute for Management Development in Lausanne.

She lives in Amsterdam with her husband and two children.


Sigrid van Aken


Imme Rog

CMO and member of the boards

Since mid-2018, Imme Rog (1967) has been chief marketing officer (CMO) of Novamedia and chair of the boards of Nationale Postcode Loterij and VriendenLoterij and their parent company Holding Nationale Goede Doelen Loterijen. 

She has been with the Lotteries since 2000 and active in various senior roles. From 2009 untill 2018 she was managing director of Nationale Postcode Loterij, Vriendenloterij and BankGiro Loterij.

As CMO, she sees and seeks opportunities to achieve annual growth in a highly competitive international gaming market to raise more funds for charity and to expand into new markets and countries. Her focus is on continuous innovation, efficiency and attention to the entire marketing mix. This and the creation and launch of the VriendenLoterij (brand awareness 82% in six months’ time), earned her the title ‘Marketeer of the Year’ in 2011.

After graduating in Dutch language and modern literature at the University of Amsterdam, Imme Rog started her career in the television world as an account manager at NOB/Dutchview/NEP.

In her first ten years with the Lotteries, Imme started as Head of Marketing for SponsorBingo Loterij (now: VriendenLoterij). After three years she combined two of her top skills: marketing and TV & Media, when she became Head of TV & Events. She was responsible for all lotteries’ TV-shows and (online) spin-offs and has a wide network of broadcasters and producers. From 2008 untill 2017, she held a position in the Top 25 ‘Most Powerful Broadcasters’.

In addition to her work for the lotteries, from 2014 to 2018 Imme was a board member of SIRE – Stichting Ideële Reclame – of which she has been chair for the last three years. SIRE is an independent foundation run by media professionals who honorary create advertisement campaigns on social topics to inform and activate both public and decision makers. 

From 2009 until 2018 she was also auditor of the Supervisory Board of Stichting DOEN.

Imme lives in Amsterdam with her husband. Her son studies Economic History in Leiden.


Imme Rog


Michiel Verboven

CCO and member of the boards

Michiel Verboven (1976) is chief commercial officer (CCO) of Novamedia and chair of the boards of Nationale Postcode Loterij and VriendenLoterij and their parent company Holding Nationale Goede Doelen Loterijen. 

Michiel studied commercial economy and marketing management at Haarlem Business School and started his career in 2000 at Endemol as an account manager for online and mobile interactive broadcasting. Nationale Postcode Loterij, Vriendenloterij and BankGiro Loterij were one of his clients, before he transferred in 2002.

He started as a marketeer for the SponsorBingo Loterij (nowadays known as the VriendenLoterij), he has been active in various roles including Head of Marketing SponsorBingo Loterij (2007-2009) and Head of Marketing Nationale Postcode Loterij (2010-2013).

During his time with the SponsorBingo Loterij, the number of players almost doubled. Due to a clever proposition strategy and the realization of enormous visibility for the lottery. Michiel closed a long-term contract in the Netherlands with the Dutch premier league football competition, which still runs today.

To express the lottery ‘s mission he introduced a yearly award for the most socially committed club, later the most socially committed player of the Dutch premier league.

In 2013 he became Managing Director. In this role he was – among other things – responsible for the introduction of the VIP CARD. This card gives players free entry to over 125 Dutch museums and discounts for theatre, cinema and amusement-parks. In 2019 he separated a part of the IT department into MIT: Marketing Intelligence.

In 2012 he attended INSEAD (Leading for Results) followed by IMD (High Performance Leadership) in 2016.

He lives with his wife and two sons in Heemstede.


Michiel Verboven