Head of Brand | Betty UK

About Betty CA Betty is building the next generation of casino entertainment. We operate at the intersection of real-money online casino, mobile gaming, and modern consumer entertainment, with a mission to build the most dominant and trusted casino brand group in the world. We believe the online casino industry is ready for reinvention. Too often, the player experience has been shaped by opaque mechanics and short-term thinking. Betty is changing that by building a new model for online casinos - one grounded in transparency, fairness, and world-class product design. Betty is not just a single casino. We are building a global casino brand by launching locally relevant casino operations across markets, all powered by a shared platform, technology stack, and operational expertise. Across product, technology, brand, growth, and gaming operations, our teams are working toward one ambition: redefining what a modern casino company looks like. A company of builders and operators focused on great products, real people, and a relentless commitment to the player experience.

Betty CA

Innovating at the intersection of real money online casino and casual mobile gaming

B

boards.greenhouse.io/bettyjobboard

201-500 employees

Entertainment Providers

New York, New York

2022

Privately Held

15k LinkedIn followers

• Define Betty UK's positioning, brand platform and distinctive brand assets. Ground them in UK consumer insight and in a clear view of how we differ from the incumbents (Sky Vegas, bet365) and from challengers including MrQ, PlayOJO and Jackpotjoy.
• Turn Betty's product advantage into a brand story that changes player behaviour, not only perception.
• Express our product differentiators (no-wagering rewards, original games, engagement features, live operations) in ways that drive trial, conversion and loyalty.
• Make Betty distinctive and easy to find, so that the brand name, its assets and our UK presence point unambiguously to us.
• Work with the Betty group brand team to keep Betty UK consistent with the group brand's core identity, values and assets.
• Adapt the group brand for UK culture, humour, tone and regulation, and agree where the UK expression should differ from other markets and why.
• Share UK insights, creative and results with the group, and draw on group assets and learnings where they help the UK business.
• Own the UK visual identity, tone of voice and brand guidelines within the group brand framework, and make sure they are applied consistently across the business.
• Act as the final UK brand authority on creative output from internal teams, agencies and partners.
• Work with Product and Design so that the in-product experience delivers on the brand promise.
• Own the UK brand media strategy and budget across TV, BVOD, OOH, audio, sponsorship and partnerships, phasing investment in line with business milestones.
• Appoint and manage creative and media agencies, including briefs, commercial terms and performance.
• Build the case for brand investment and present it to senior leadership, with clear links to acquisition efficiency and long-term value.
• Build an in-house team of 4–6 across graphic design, motion and video, and social.
• Run an efficient creative workflow, from intake and briefing through production, approvals and asset management, serving the CRM, LiveOps, performance marketing and social teams.
• Work with performance marketing on creative testing, so that learnings from paid media shape brand creative and the reverse.
• Own Betty UK's organic social presence and community.
• Set up and track brand health metrics: prompted and spontaneous awareness, consideration, preference, share of voice and branded search.
• Measure the effect of brand activity on acquisition costs and conversion together with Marketing, Data and Finance.
• Make sure all brand and creative output meets Gambling Commission requirements, the CAP and BCAP codes, ASA guidance and industry codes on safer gambling advertising. Work closely with Compliance.
• Build safer gambling messaging into the brand rather than adding it afterwards.
• First 6 months: The UK brand positioning, identity and tone of voice are defined, agreed with the group, and adopted across the business. The core team is hired. The creative workflow is meeting the volume needs of CRM, performance and social.
• First 12 months: Agencies are appointed. The first UK brand campaign has launched against an approved budget. Brand health tracking is live with a clear baseline against Sky Vegas, bet365 and the leading challengers.
• Within 24 months: Awareness and consideration are measurably closing the gap with the incumbents. There is a visible effect on branded search, conversion and acquisition efficiency.

• A track record of building a challenger brand that gained market share from incumbents. Experience in gambling is not required.
• Experience turning a product-led proposition into brand communications that measurably drove acquisition and conversion.
• Senior ownership of brand strategy, identity and above-the-line campaigns, including managing significant media budgets and agency relationships.
• Experience adapting an international or group brand to a local market while keeping it consistent.
• Experience building and leading in-house creative teams across design, video and social.
• Strong creative judgement together with commercial discipline. You can explain brand investment in terms of acquisition, retention and lifetime value.
• Experience working in fast-moving, data-led businesses where marketing operates at high volume and on short cycles.
• The ability to work credibly with product, CRM, performance, finance and group stakeholders.
• The ability to take on regulated advertising requirements quickly, if you are new to gambling.

• Competitive salary
• Premium Health insurance
• Career and skills development opportunities
• Fun and collaborative team environment
• New modern office space