Head of Brand | Betty UK

Betty is an innovative entertainment company pioneering at the intersection of real-money online casinos and casual mobile gaming.

As our group continues to grow, we're launching a new regulated venture in Great Britain. Betty UK is a startup company licensed by the Gambling Commission, as a casino operator in April 2026.

Our mission is to redefine the online casino experience by offering a uniquely transparent environment where players can relax, unwind, and enjoy themselves safely. We are committed to accessibility, fairness, and inclusivity, fostering a community of like-minded individuals who value ethical gaming practices and prioritize our players' safety and enjoyment above everything else.

Our Values:

• We are Honest - we value honesty in all aspects.
• Bring the Olives - we offer premium customer experience.
• Think Big - we believe in always striving for more.

About the role:

The Head of Brand shapes what Betty stands for in the UK and builds its recognition. The core challenge is to translate Betty’s product advantage into a compelling brand story that drives customer acquisition. You will also build and lead an in-house creative team, delivering video, design and social content for CRM, performance marketing and social channels at the pace and scale a live-operations business demands.

• Brand expression. You adapt the Betty group brand for the UK market. You set the standard for how Betty looks, sounds and behaves across every UK touchpoint, including product, CRM, paid media, social and customer communications.
• Brand reach. You build awareness and preference in the UK market, own brand media investment and agency relationships, and turn Betty from a challenger into a household name.

Key Responsibilities:

• 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.

Requirements:

• 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.

What success looks like

• 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.

What we offer:

• Career and skills development opportunities
• Fun and collaborative team environment
• New modern office space

At this time, we are unable to sponsor work visas for this position. Candidates must be authorized to work in the job posting location for this position on a full time basis without the need for current or future visa sponsorship. We are an equal opportunities employer and welcome applications from all suitably qualified individuals, regardless of age, disability, gender, gender identity or expression, marital or civil partnership status, pregnancy or maternity, race, religion or belief, or sexual orientation.

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