Creative Director

Betty•Toronto, ON

6h•Onsite

About The Position

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

Requirements

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

Responsibilities

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