About us: Betty is an innovative entertainment company pioneering at the intersection of real money online casino and casual mobile gaming. Accredited by the Alcohol and Gaming Commission of Ontario (AGCO) as a B2C operator in February 2023, we've set a new standard in the industry. 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: We are seeking an experienced brand leader to synthesize everything we've learned to date, from creative development to player feedback into a refined global master brand. In this role, you will bring together insights, research, and stakeholder perspectives from across Betty.ca to define a clear, scalable brand framework. The long-term goal is to establish how Betty shows up consistently across markets, products, and customer touchpoints, while continuing to evolve and strengthen the Betty.ca brand. What you will do: * Develop further the brand's identity and positioning in the market through tone, storytelling, and visuals across all channels * Lead creative campaigns end to end, from concept through production and launch * Build creative systems and templates that enable the team to produce on-brand work at scale * Use data and analytics to inform creative briefs and measure brand impact, adjusting based on what works * Partner with growth, product, marketing, and local market leaders to align creative with business priorities * Track brand adherence and health, and report visibility to leadership * Ensure brand and creative meet responsible-gambling and regulatory requirements across all markets * Lead and grow a high-performing creative team What we're looking for: * 10+ years in brand & creative strategy, marketing leadership, or brand architecture roles, with experience leading or redefining global brand systems * Proven ability to collect and synthesize complex brand and research input into actionable frameworks * Strong qualitative and quantitative brand research experience (player insights, market trends, positioning validation) * Exceptional communication and facilitation skills * Demonstrated experience balancing creative vision with operational process and governance What we offer: * Competitive salary * Premium Health insurance * Career and skills development opportunities * Fun and collaborative team environment * New modern office space Please note, we are unable to offer visa sponsorship for this role. Candidates must have the right to work in the UK at the time of application.