Global Head of Brand Strategy | Betty CA

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About Us:

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:

Betty is 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.

This person will collect insights, research, and stakeholder perspectives from across Betty.ca and translate them into a global framework that defines how Betty shows up across markets, products, and touchpoints.

What you will do:

• Audit and consolidate all existing brand work, assets, and research to form a complete brand landscape view that redefines Betty’s core identity.
• Engage local market leaders to identify shared perceptions and surface alignment opportunities.
• Lead qualitative and quantitative research to fill knowledge gaps, uncover emerging insights, and validate assumptions.
• Craft a renewed articulation of the brand’s purpose, values, personality, and promise based on insight and validation.
• Implement practical tools that market teams can adopt (playbooks, templates, tone guidelines, and creative examples).
• Ensure the framework scales seamlessly across marketing, product, live ops, and culture initiatives.
• Build the governance framework that distinguishes between core brand elements (non-negotiable) and flexible, localizable components.
• Lead global brand onboarding sessions for new markets.
• Develop modular training materials and localized enablement toolkits.
• Serve as the go-to brand advisor and internal consultant for markets implementing the framework for the first time.
• Establish review and approval workflows for identity usage, campaigns, and major creative adaptations.
• Set up brand auditing processes to track adherence and measure governance success.
• Maintain ongoing brand health reporting and visibility across leadership teams.

What we're looking for:

• 10+ years in brand 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:

• Discretionary bonus
• Premium Health insurance
• Career and skills development opportunities
• Fun and collaborative team environment
• Exclusive employee discounts and perks through Perkopolis

The salary range for this role is CAD 130,000 to CAD 160,000 per year, depending on experience, qualifications and location. Final compensation will be determined based on job related skills and business needs.

This is a new position within our team.

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.