Head of Marketing | 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 Marketing owns how Betty UK acquires players and how the UK comes to know the brand. You will deploy an eight-figure marketing budget, with further investment available as results justify it. You start from a small base: a senior performance marketer, a campaign manager, and paid activity on Google only. Building from that base, both in channels and in team, is the core of the job.

We grow without affiliates, through channels we control, and we invest in acquisition where we can show it pays back. You will decide how investment is split between performance and brand, and make the case for when and how it should grow.

You will lead two main functions:

• Performance marketing - paid acquisition across Google, Meta and App. Scale across other paid channels and manage volume and cost of new depositing players.
• Brand. Oversee design, social media and brand development through a Head of Brand reporting directly to you, with responsibility for growing awareness, driving consideration and strengthening Betty’s brand in the UK.

Key Responsibilities:

• Set the UK marketing strategy and annual plan, and own the marketing budget across performance and brand.
• Allocate and phase spend across functions, channels and the year, based on evidence of what pays back.
• Agree acquisition targets and payback thresholds with Finance, and build the case to senior leadership and the group for additional investment when results earn it.
• Expand paid acquisition beyond Google into Meta, app marketing, Bing and other paid channels, at a pace that protects acquisition efficiency.
• Own tracking, attribution and incrementality testing so that spend decisions rest on reliable data.
• Run a structured creative and landing-page testing programme with the Brand team and Product.
• Work with the Revenue team so that acquisition targets the players who create the most long-term value.
• Lead the Head of Brand in defining Betty UK's positioning, aligned with the Betty group brand and adapted for the UK market.
• Turn our product advantage into a brand story that is distinctive, memorable and converts.
• Decide when and how brand investment begins, and how it is measured against acquisition outcomes.
• Build and lead both functions, including hiring the Head of Brand and the specialists needed to run each new performance channel.
• Sequence hiring with budget growth and channel expansion, so capability arrives when it is needed.
• Build a team that delivers high revenue per employee, using tools, automation and partners where they outperform additional headcount.
• Own the marketing KPIs, including new depositing players, CAC, payback and return on ad spend, alongside brand health measures such as awareness, consideration and branded search.
• Work with Data, Finance and Revenue Insights to measure the incremental effect of every channel, including brand.
• Make sure all marketing meets Gambling Commission requirements, the CAP and BCAP codes, ASA guidance, industry codes on socially responsible advertising, and platform policies. Work closely with Compliance.
• Treat audience targeting, age verification and safer gambling messaging as part of campaign design rather than an approval step at the end.

Requirements:

• Senior leadership of performance marketing at scale, including ownership of an eight-figure annual budget.
• Hands-on depth across paid search, paid social and app marketing, including attribution and incrementality.
• Experience building a challenger brand that took share from established competitors.
• A track record of building and leading teams across both performance and brand, ideally from a small base.
• Commercial fluency in CAC, lifetime value and payback, and the ability to explain marketing investment in those terms to senior leadership and the board.
• Experience in regulated advertising, or the ability to learn UK gambling advertising requirements quickly.

What success looks like

• First 6 months: Paid acquisition is live and paying back across several channels beyond Google. The Head of Brand and the first performance hires are in seat. A measurement framework is agreed with Finance.
• First 12 months: The 2027 plan is delivered against agreed acquisition and payback targets. The decision on additional investment has been made on evidence. Brand positioning is defined and adopted across the business.
• Within 24 months: A diversified channel mix with no dependence on a single platform. Awareness and consideration are measurably up against the leading UK slots brands, with a visible effect on blended acquisition cost.

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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