Job Description

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.

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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.

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Role Responsibilities

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Creative Leadership and Quality

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

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

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- 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.
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- Reimagine the creative workflow using automation, intelligent templating and AI-assisted production — particularly for adaptation, resizing, copy variation and video.
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- Build a world-class IHA operating model with strong governance, clear roles, efficient handoffs and transparent prioritisation.
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- Develop AI fluency across the creative team — building genuine capability through structured training, hands-on experimentation and a culture of learning.
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- 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.
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- 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.
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Brand Identity Rollout and Campaign Support

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

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

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- 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.
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- Coach creative talent to do their best work while maintaining pace, accountability and a commercial mindset.
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- Build team capability over time, particularly in AI tooling, performance creative and data-informed creative decision-making.
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- Attract and retain strong creative talent in a competitive market — making the Betashares IHA a place where the best people want to work.
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External Agency and Stakeholder Partnership

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

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