Director - In-House Creative Agency

Betashares; Sydney; On-site; AUD 180,000 - 260,000; Full time

Job summary

Betashares seeks a senior creative and operational leader to build and lead its In-House Agency into its next era. This pivotal role blends creative judgment with production rigour, brand consistency and an operating model that scales at pace.

AI-led transformation is central to the mandate. The Director will lead a multidisciplinary team, set the creative standard across B2B and B2C, and modernise tooling, governance and workflows to deliver faster, higher quality output.

Qualifications

• Extensive senior experience in creative leadership in agency or in-house roles.
• Proven track record of transforming an in-house agency function.
• Strong understanding of brand systems and production management at scale.

Responsibilities

• Set and own the creative standard across all in-house output.
• Define and implement fast, high-quality production workflows.
• Lead AI-assisted production and modern tooling adoption.
• Roll out the Betashares brand identity across channels and assets.
• Establish governance and performance measurement for creative output.
• Lead and develop a high-performing multidisciplinary team.

Skills

Creative leadership

In-house agency leadership

Brand systems

AI tooling

Team leadership

Production management

Commercial mindset

Financial services experience

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.

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 preferred.
• 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.