Director - In-House Creative Agency

Betashares Capital; Sydney; On-site; AUD 220,000 - 340,000; Full time

Job summary

Betashares Capital seeks a Director, In-House Agency in Sydney to lead and modernise the internal creative function. You will own creative quality, production velocity, brand consistency and the operating model to scale outputs across channels.

You will lead a multidisciplinary team, drive AI-assisted production, implement templating and automation, and partner with external agencies to deliver high-impact campaigns while maintaining design excellence and cost efficiency.

Qualifications

• Senior leadership experience in creative environments (in-house or agency).
• Proven ability to scale multi-channel production and maintain quality.
• Experience or strong interest in AI-assisted production and tooling.

Responsibilities

• Set and own creative standards across in-house output (advertising, brand, content, campaigns).
• Define creative principles, quality benchmarks and review processes.
• Lead concept development and creative direction for B2B and B2C channels.
• Champion brand system usage and ensure consistency across all channels.
• Oversee production planning, traffic, resourcing and delivery for multiple briefs.
• Lead adoption of AI and modern tools to improve speed, quality and scalability.

Skills

Creative leadership

In-house agency leadership

AI tooling

Brand systems

Production management

Team leadership

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 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.