Moor will switch to Camelot in September, having served at banking group Santander for the past 24 years.
Moor started out at Santander in 1995 as group marketing manager and went on to hold a number of senior positions, including director of brand and communications, before entering his current role as chief marketing officer.
“I’m delighted to be joining Camelot and am honoured that I will be playing a key role in looking after the National Lottery brand – which is so well-known and does so much for good causes across the UK,” Moor said.
“It sounds like the team have been doing a fantastic job of moving to a more brand-led approach and trying new things – and I can’t wait to get stuck in.”
Moor will report directly to Camelot chief executive Nigel Railton and will have a broad remit across all areas of the National Lottery’s marketing and player communications, including responsibility for the relationship with retained agency Adam&EveDDB.
Railton added: “Keith is joining Camelot at a pivotal time – as we celebrate the 25th year of the National Lottery. It’s also an important time for our marketing function specifically, as we strive to continue to better connect The National Lottery’s purpose with play – to raise even more money for Good Causes.”