Director – In-House Creative Agency

Betashares is seeking a senior creative and operational leader to build and lead its In-House Agency into its next era. This is a pivotal role in the new marketing structure — accountable for creative quality, production velocity, brand consistency and the operating model that makes it all work at scale.  

The Director, In-House Agency will combine strong creative judgment and taste, with operational rigour, leading a multidisciplinary team and modernising the function through strong design ethic, right roles and skills, AI, automation and best-in-class tooling. AI-led transformation is not a secondary priority — it is central to the mandate. The Director will be expected to reimagine how the IHA works through the lens of AI-assisted production, building a modern creative engine that is faster, smarter and more cost-effective than the function it replaces.  This is not at the expense of design excellence, with the role having a mandate to lead and continue building a highly skilled and accomplished creative team.   

Role Responsibilities  

Creative Leadership and Quality  

• Set and own the creative standard for all in-house output across advertising, brand, content, campaign assets, social and collateral.  
• Define clear creative principles, quality benchmarks and review processes to ensure work is strategically sound and executed to a high standard.  
• Lead concept development and creative direction across B2B and B2C channels — originating ideas, not just overseeing production.  
• Champion and operationalise the Betashares brand system: ensure the new brand identity is translated consistently across every channel, format and audience.  
• Act as the final creative quality gate for all in-house work before it goes to market.  

Production and Velocity  

• Build a production model that delivers the right assets at the right speed for an always-on, multi-channel marketing environment.  
• Significantly increase creative velocity: more output, faster turnaround, without compromising quality.  
• Oversee production planning, traffic management, resourcing and delivery across multiple concurrent briefs and stakeholder groups.  
• Work closely with the IHA Traffic Manager to maintain a high-functioning, well-governed studio workflow.  

AI, Tooling and Operating Model  

• Lead the adoption of AI and modern creative tools to improve speed, quality, consistency and scalability across the In-House Agency — this is a primary strategic priority, not an operational nicety.  
• Reimagine the creative workflow using automation, intelligent templating and AI-assisted production — particularly for adaptation, resizing, copy variation and video.  
• Build a world-class IHA operating model with strong governance, clear roles, efficient handoffs and transparent prioritisation.  
• Develop AI fluency across the creative team — building genuine capability through structured training, hands-on experimentation and a culture of learning.  
• Establish a systematic approach to evaluating, adopting and measuring the impact of new AI tools: define clear criteria, run structured pilots and report results to the CMO.  
• Build and maintain a view of the AI creative tool landscape that keeps Betashares’ IHA at the leading edge — not the trailing edge — of marketing innovation.  

Brand Identity Rollout and Campaign Support  

• Lead the rollout and embedding of the new Betashares brand identity across all channels — advertising, digital, social, presentations, collateral, video and internal communications.  
• Ensure brand standards are applied consistently across all in-house output and by all teams producing Betashares-branded material.  
• Work alongside the external creative agency on major brand campaigns — with the IHA owning downstream execution, adaptation, iteration and always-on extensions.  
• Balance high-concept creative ambition with practical production realities and delivery timelines.  

Measurement and Optimisation  

• Establish frameworks to measure creative effectiveness, asset performance and production efficiency.  
• Use data and performance insight to improve creative output, campaign responsiveness and return on creative investment.  
• Develop reporting that demonstrates how the IHA contributes to reach, engagement, conversion and brand impact — including the productivity gains from AI adoption.  
• Run a test-and-learn culture to continuously improve creative quality, production speed and commercial effectiveness.  

Team Leadership and Development  

• Lead and develop a high-performing creative and production team including designers, a copywriter, a video production manager, a traffic manager and a senior art director.  
• Coach creative talent to do their best work while maintaining pace, accountability and a commercial mindset.  
• Build team capability over time, particularly in AI tooling, performance creative and data-informed creative decision-making.  
• Attract and retain strong creative talent in a competitive market — making the Betashares IHA a place where the best people want to work.  

External Agency and Stakeholder Partnership  

• Partner with the external creative agency to ensure seamless collaboration — clear division of effort, shared briefing processes and consistent brand output.  
• Act as the primary marketing interface for the external agency, ensuring briefs are strong and outputs are on-brand and on-strategy.  
• Work closely with Marketing Directors across B2C, B2B, Lifecycle and Customer Insights to translate business priorities into compelling creative work.  

Key skills and experience  

• Extensive senior experience in creative leadership in creative agency (Senior Account Director level), in-house agency leadership or integrated creative and production roles.  
• Strong creative background with the ability to judge, shape, elevate and originate ideas across brand and performance channels.  
• Proven experience leading creative and production teams in fast-moving, multi-channel, multi-audience environments.  
• Demonstrated track record of building or transforming an in-house agency function — not just running one.  
• Deep interest in modern creative tooling and AI-assisted production — and a proven track record of actually implementing change, not just advocating for it.  
• Strong understanding of brand systems, campaign development and production management at scale.  
• Comfortable working across both B2B and B2C audiences with equal creative confidence.  
• Commercially minded and operationally sharp: able to balance creative quality with speed, cost and business outcome.  
• Experience in financial services or a regulated category is advantageous but not essential.  
• People leader who builds strong team culture, develops talent and leads by example.  
• Intellectually passionate about AI as a creative and operational lever — actively experimenting, critically evaluating and driving adoption with credibility and rigour.  
• Ambitious, energetic and great team player.