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, explicit 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 whi

📌 Director - In-House Creative Agency (Sydney)
🏢 Betashares Capital
📍 Sydney