Creative Director
Leadership Creative role at Betty. New York · $200,000–$250,000 base.
Growth Roles summary, based on the employer's posting.
What you'll do
- Sharpen the brand's positioning through voice, story and visuals across every channel
- Run creative campaigns from first concept through production and launch
- Set up reusable systems and templates so the team can make on-brand work at scale
- Let data shape creative briefs and prove brand impact, then adjust as needed
- Keep creative aligned with regulatory and responsible-gambling rules across markets
What you bring
- A decade or more in brand strategy, creative leadership or brand architecture, including work redefining global brand systems
- Skill at pulling messy brand and research input into frameworks people can act on
- Solid grounding in both qualitative and quantitative brand research, from player insights to positioning checks
- Comfort pairing a creative vision with governance and repeatable process
Who this fits
This suits a senior brand leader who can both define a global framework and lead a team building against it. You must already be authorized to work in New York, since no visa sponsorship is offered. It is a new role, so expect to shape it rather than inherit an established one.
From the employer
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.
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
This is a new headcount within our team.
The estimated annual pay range for this role is $200,000.00 - $250,000.00 per year.
Additional Information
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.
Betty Gaming CA Ltd. is an equal opportunity employer and will provide reasonable accommodation for qualified individuals with disabilities throughout the recruitment and selection process. Please advise our Talent Acquisition Specialist in advance should accommodation be required.