Brand Manager

About Us

Betfred is one of the UK's leading bookmakers, known for delivering exciting experiences to customers across online and in-store platforms. With a vibrant brand and creative team, we aim to create compelling and effective campaigns and creative assets that captivate and engage.

About the Role

We are seeking a dynamic and experienced Brand Manager to lead the internal and external rollout of Betfred’s brand recalibration initiative. This role is pivotal in managing, shaping, and communicating Betfred’s brand framework across the organisation and with our audiences.

Your mission is to ensure seamless, consistent, and impactful brand alignment through carefully crafted strategies and communication plans. You will be the driving force behind fostering an aligned company culture, inspiring employee engagement, and embedding the brand deeply into every aspect of the organisation.

This is a unique opportunity for a passionate brand professional who thrives on storytelling, internal communication, and stakeholder engagement, translating brand objectives into actionable, inspiring initiatives.

As Brand Manager at Betfred, you will be a strategic leader and a brand champion, tasked with bringing our refreshed brand framework to life. This role sits at the intersection of strategy, communication, and culture-building, ensuring that the new brand positioning and values resonate across every level of the organisation and beyond.

You will spearhead initiatives that embed the brand into the company’s DNA, empowering employees to live the brand while ensuring alignment in all internal and external touchpoints. Acting as a trusted advisor to leadership and a collaborative partner across departments, you will translate the brand vision into actionable programs that inspire and engage.

Your work will focus on fostering a unified company culture, driving internal engagement, and ensuring consistency in how our brand is understood and represented both internally and externally. This is an exciting opportunity to lead a transformative project that will shape Betfred’s identity.

Brand Recalibration and Framework Rollout:

• Lead the end-to-end rollout of Betfred’s refreshed brand strategy, ensuring consistent messaging, visuals, and values across all internal and external channels.
• Act as the custodian of the new brand framework, embedding it into the company’s DNA and empowering employees to embody the brand values.
• Develop a phased brand rollout plan with clear timelines, milestones, and KPIs.
• Oversee the creation and distribution of brand assets in collaboration with the creative team to ensure alignment with the recalibrated brand vision.

Internal Communication Strategy:

• Design and execute an internal communications strategy that builds awareness, understanding, and excitement about the new brand framework.
• Develop comprehensive materials such as guides, FAQs, toolkits, and presentations to support teams in adopting the refreshed brand confidently.
• Organise workshops, training sessions, and orientation programs to help employees internalise and live the brand values.
• Partner with leadership to ensure consistent top-down communication about the brand’s importance and alignment with everyday decision-making.

Employee Engagement Initiatives:

• Design engagement programs and events that reflect brand values, creating meaningful opportunities for employees to experience the brand first-hand.
• Develop recognition and reward programs to celebrate employees who embody brand values, reinforcing the desired behaviours across the organisation.
• Collaborate with the Human Resources team to integrate brand values into the employee experience, from recruitment to onboarding and beyond.

Stakeholder and Cross-Functional Collaboration:

• Serve as the primary point of contact for all brand-related inquiries and support requests within the organisation.
• Work closely with teams such as Marketing, Creative, HR, Product, and Customer Support to ensure brand alignment at every touchpoint.
• Partner with Marketing colleagues to ensure external messaging resonates with customers and reflects the refreshed brand vision.
• Enable and encourage employees to act as brand ambassadors, representing Betfred internally and externally.

External Brand Support:

• Ensure the refreshed brand is consistently represented in all external communication channels, including advertising, digital, social, and public relations.
• Manage collaboration with creative agencies and marketing partners to support brand recalibration across campaigns and customer interactions.

Monitoring and Measuring Brand Impact:

• Establish feedback mechanisms, such as brand alignment surveys and culture perception assessments, to gauge the effectiveness of the brand rollout.
• Track internal rollout success using KPIs, including employee engagement, brand comprehension, and behaviour alignment.
• Refine strategies based on insights and feedback to optimise internal and external brand execution.

Foster a Unified Company Culture:

• Ensure the brand framework is incorporated into decision-making processes, company policies, and strategic planning to align with core values like diversity, collaboration, and customer focus.
• Encourage external representation by enabling employees to share experiences through social media, industry events, or advocacy programs, strengthening the Betfred employer brand.

We are dedicated to promoting safer gambling practices to ensure a responsible and enjoyable experience for all our customers. We prioritise player safety and well-being, providing resources and support for those who may need assistance. Our commitment to responsible gambling is integral to our operations, and we actively promote awareness and education to help our customers make informed decisions. Together, we can create a safer gambling environment for everyone.

• 5+ years of experience in brand management, marketing, or internal communications within a consumer-facing or high-growth organisation.
• Track record of managing brand initiatives or recalibration projects, with a focus on internal engagement.
• Strategic Brand Management: Proven ability to translate brand visions into actionable and effective strategies.
• Internal Communication Expertise: Demonstrated experience crafting compelling internal communication campaigns to inspire teams.
• Stakeholder Management: Strong interpersonal and collaboration skills to influence cross-functional teams and leadership.
• Project Management: Highly organized, with the ability to manage multiple projects and deadlines effectively.
• Analytical Skills: A results-driven mindset with the ability to measure and optimise brand performance.
• Creative Problem-Solving: Adaptable and resourceful, with a flair for finding innovative solutions to challenges.
• Proficiency in communication platforms, project management tools, and data-driven decision-making.

Why join a winning team?

Betfred brings benefits and rewards for all our colleagues. But more than that, we create a unique, enjoyable and entertaining environment you will love being part of. We offer full or part time opportunities so you can find a role that suits you.

Be rewarded

• Enhance your income: benefit from bonuses, incentives, retail discount vouchers and more.
• Monthly pension contributions: helping you prepare for your future.
• Enhanced maternity & paternity pay: our Betfred family works to support yours.

Feel valued

• A long-service recognition programme and life milestone rewards.
• A recognition scheme to earn and convert points to spend with over 700 retailers.
• A comprehensive financial wellbeing package including salary-based savings with a 5% boost, early access to earnings and free 121 financial coaching.
• Mental health support including an independent Employee Assistance Programme, a 24/7 virtual GP service and complimentary eye tests.

What’s next?

If you think you’re a great fit for the role, and you want to be a part of the Betfred story, click ‘Apply’ and we will be in touch once we’ve reviewed your application.

At Betfred we are committed to promoting equality, diversity, and inclusion (EDI) in our workplace. We believe that a diverse workforce drives innovation and enhances our success. We welcome applications from individuals of all backgrounds, identities, and experiences.

If you require reasonable adjustments during the recruitment process or have specific needs, please let us know, and we will be happy to accommodate you. Join us in creating an inclusive environment where everyone can thrive.

Your Betfred journey starts now…