VP of Design

📍 Job Overview

Job Title: VP of Design

Company: Betty

Location: London, England, United Kingdom

Job Type: Full-time

Category: Product Design Leadership (Revenue Operations, GTM Strategy Alignment)

Date Posted: 2026-05-11T10:45:32

Experience Level: 10+ Years

Remote Status: On-site

🚀 Role Summary

• Spearhead the end-to-end product design vision and strategy for Betty's flagship native mobile application, aligning with overall GTM objectives.

• Lead, mentor, and scale a high-performing product design team, fostering a culture of innovation and quality excellence.

• Drive measurable improvements in player engagement, retention, and conversion rates through strategic UI/UX initiatives and data-informed design decisions.

• Establish and maintain robust design principles, systems, and collaborative workflows to ensure product consistency and evolution.

• Act as a key design voice at the leadership level, influencing product roadmap decisions and strategic direction within a fast-paced environment.

📝 Enhancement Note: While the role is VP of Design, its impact on engagement, retention, and conversion directly ties into revenue generation and customer acquisition strategies. Therefore, this role is categorized under Product Design Leadership with a strong alignment to Revenue Operations and GTM Strategy. The emphasis on mobile-first product design and the B2C online casino industry context are critical for understanding the operational nuances.

📈 Primary Responsibilities

• Own and articulate the product design vision for the native mobile experience, ensuring it aligns with Betty's mission and player-centric values.

• Define and uphold an exceptionally high standard for UI and UX quality across the entire mobile application, from core user journeys to granular interactions.

• Build, lead, mentor, and scale a high-performing product design team, cultivating talent and fostering a collaborative, innovative environment.

• Collaborate closely with Product Management, Engineering, and LiveOps teams to strategically shape the product roadmap and enhance the overall player experience.

• Drive tangible improvements in engagement, retention, and conversion metrics through the application of user-centered design principles and iterative testing.

• Establish and document clear design principles, robust design systems, and efficient ways of working to ensure consistency and scalability.

• Ensure seamless consistency across the product while continuously evolving the user experience to meet player needs and market trends.

• Serve as the primary design advocate at the leadership table, influencing strategic decisions and driving design thinking across the organization.

📝 Enhancement Note: The responsibilities clearly indicate a strategic leadership role that extends beyond pure design execution. The emphasis on driving measurable business outcomes (engagement, retention, conversion) highlights the critical link to revenue operations and GTM success. The requirement to "influence Product, Engineering and leadership" underscores the need for strong cross-functional operational alignment.

🎓 Skills & Qualifications

Education: Bachelor's or Master's degree in Design, Human-Computer Interaction, Computer Science, or a related field, or equivalent practical experience.

Experience: A minimum of 10+ years of progressive experience in product design, with a significant focus on leadership roles within mobile-first product environments. Proven track record of shipping high-quality, user-centered mobile experiences that have achieved measurable business impact.

Required Skills:

• VP or Head of Design Leadership: Demonstrated experience in leading design functions at a senior level, with a proven ability to set strategic direction.

• Mobile-First Product Design: Deep expertise in designing for native mobile applications (iOS and Android), understanding platform-specific best practices and user behaviors.

• UI/UX Mastery: Comprehensive understanding and practical application of UI and UX principles, with a portfolio showcasing successful mobile product designs.

• Team Building & Scaling: Proven ability to recruit, mentor, build, and scale high-performing design teams while maintaining high quality standards.

• Strategic Vision & Execution: Ability to set a clear design vision and translate it into actionable roadmaps and deliverables that drive business outcomes.

• Stakeholder Management: Exceptional communication and influencing skills, with a track record of effectively collaborating with and influencing Product, Engineering, and executive leadership.

• Data-Informed Design: Experience leveraging user data, analytics, and A/B testing to inform design decisions and drive improvements in engagement, retention, and conversion.

• Design Systems: Proficiency in establishing and maintaining design systems to ensure consistency, efficiency, and scalability across products.

Preferred Skills:

• Experience in the online gaming, casino, or regulated entertainment industries.

• Familiarity with B2C mobile app growth strategies and user acquisition funnels.

• Experience with agile development methodologies and cross-functional team collaboration.

• Knowledge of AGCO regulations or similar gaming compliance frameworks.

• Experience in establishing and optimizing design operations processes.

📝 Enhancement Note: The "10+" years of experience, coupled with VP/Head of Design leadership in mobile-first products, implies a senior operational leader. The emphasis on "owning design outcomes at a business level" and driving "engagement, retention, and conversion" suggests a need for strategic thinking that directly impacts revenue and growth metrics, aligning with GTM and RevOps functions.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• A comprehensive portfolio showcasing end-to-end product design ownership for successful native mobile applications.

• Case studies that clearly articulate design challenges, strategic approaches, user research methodologies, and measurable outcomes (e.g., improvements in engagement, retention, conversion).

• Examples demonstrating the ability to define and implement robust design systems and ensure product-wide consistency.

• Evidence of leadership in building and scaling design teams, including team structure, hiring strategies, and mentorship approaches.

Process Documentation:

• Demonstrated experience in defining and documenting design processes, including user research, ideation, prototyping, user testing, and implementation handoff.

• Examples of establishing design operations workflows that enhance team efficiency and collaboration with cross-functional partners (Product, Engineering, LiveOps).

• Evidence of implementing design feedback loops and iterative improvement processes based on user data and performance metrics.

• Ability to articulate how design processes are integrated with broader product development and GTM strategies to achieve business objectives.

📝 Enhancement Note: For a VP-level design role, the portfolio is crucial for demonstrating not just design craft but also strategic leadership, team-building capabilities, and the ability to drive business impact. The emphasis should be on how the candidate has operationalized design within an organization to achieve specific business goals, particularly in a mobile-first, B2C context.

💵 Compensation & Benefits

Salary Range:

Based on industry benchmarks for VP of Design roles in London with 10+ years of experience, particularly in fast-growing tech/gaming companies, the estimated salary range is £120,000 - £180,000 per annum. This estimate considers the senior leadership level, the specialized nature of mobile-first product design, and the cost of living in London.

Benefits:

• Competitive Salary: A strong base salary reflecting the seniority and impact of the role.

• Premium Health Insurance: Comprehensive health coverage, likely including medical, dental, and vision.

• Career and Skills Development Opportunities: Access to training, conferences, workshops, and mentorship to foster continuous professional growth.

• Fun and Collaborative Team Environment: A workplace culture that encourages teamwork, innovation, and positive working relationships.

• New Modern Office Space: A well-equipped and contemporary office environment designed for collaboration and productivity.

• Stock Options/Equity: Potential for equity participation in a scale-up company, aligning personal success with company growth. (Inferred based on scale-up company context)

Working Hours:

The standard working hours are approximately 40 hours per week, with flexibility expected for a senior leadership role operating in a fast-paced environment. This may include occasional work outside of standard hours to meet project deadlines or address critical business needs, particularly during product launches or key GTM initiatives.

📝 Enhancement Note: Salary estimation is based on publicly available data for senior design leadership roles in London, considering the company's scale-up status and industry (gaming/entertainment). The inclusion of potential equity is an inference common for VP roles in growth-stage companies. The working hours reflect typical expectations for leadership positions requiring strategic oversight and responsiveness.

🎯 Team & Company Context

🏢 Company Culture

Industry: Online Entertainment (Real-money online casinos and casual mobile gaming), with a specific focus on regulated B2C operations in Ontario, Canada, and a significant presence in the UK market. This industry is highly competitive, data-driven, and heavily reliant on user engagement, retention, and compliance.

Company Size: Betty is described as a "scale up company," indicating it has moved beyond the startup phase and is in a period of significant growth and expansion. This implies a dynamic environment with established processes but still retaining agility and a strong sense of mission.

Founded: Betty Canada was accredited as a B2C operator in February 2023. While the founding date of the broader "Betty" entity isn't specified, its recent accreditation suggests a relatively new but rapidly advancing player in the regulated online gaming market. The company's mission to "redefine the online casino experience" points to a culture of innovation and disruption.

Team Structure:

• Operations Focus: The design team will operate within a structure that emphasizes close collaboration with Product Management, Engineering, and LiveOps. This cross-functional alignment is critical for ensuring design decisions are technically feasible, aligned with product strategy, and optimized for player experience post-launch.

• Leadership Hierarchy: As a VP, the role reports into senior leadership (likely CEO, CTO, or CPO), providing design with a seat at the executive table to influence strategic decisions. The design team will likely consist of product designers, UX researchers, and potentially UI specialists, reporting directly to the VP.

• Cross-functional Collaboration: The core of operations will revolve around seamless integration between design, product, and engineering. This requires clear communication channels, shared understanding of roadmaps, and a joint commitment to delivering high-quality player experiences that drive business objectives.

Methodology:

• Data Analysis & Insights: Design decisions are expected to be informed by player data, analytics, and user research. The VP of Design will champion a data-driven approach to validate hypotheses and measure the impact of design initiatives on key metrics like engagement, retention, and conversion.

• Workflow Planning & Optimization: Establishing efficient design workflows, from concept to implementation, is paramount. This includes defining clear processes for user research, wireframing, prototyping, user testing, and design system management to ensure timely delivery and high quality.

• Automation & Efficiency: While not explicitly stated for design, the company's focus on "innovation" and "redefining the experience" suggests an openness to leveraging tools and processes that automate repetitive tasks and increase overall efficiency within the design team and its collaboration with other departments.

Company Website: https://www.betty.com/ (Inferred from domain_derived, actual URL may vary)

📝 Enhancement Note: The "scale up" nature and industry context (regulated online gaming) are key to understanding the operational environment. This means a balance between agile execution and structured process, with a strong emphasis on data, compliance, and measurable business outcomes. The design team's role is not just aesthetic but a critical driver of GTM success through player acquisition and retention.

📈 Career & Growth Analysis

Operations Career Level: This role is at the Executive/VP level, signifying a senior leadership position with significant strategic responsibility. The VP of Design is accountable for the overall design strategy, team health, and its direct contribution to business objectives, including revenue generation and market positioning. This level requires not only deep design expertise but also strong business acumen and leadership capabilities.

Reporting Structure: The VP of Design will typically report to a C-level executive such as the Chief Product Officer (CPO), Chief Technology Officer (CTO), or Chief Executive Officer (CEO), depending on the company's organizational structure. They will lead a team of product designers and potentially UX researchers, with direct reports responsible for specific product areas or user experience domains.

Operations Impact: The design function under this VP is a critical component of Betty's Go-To-Market (GTM) strategy. By owning the player experience of the native mobile app, the design team directly influences player acquisition (through compelling onboarding and first-time user experience), engagement (through intuitive and enjoyable gameplay), and retention (through sustained player satisfaction and loyalty). Success in this role translates directly to increased customer lifetime value and, consequently, revenue growth.

Growth Opportunities:

• Strategic Leadership Expansion: Opportunity to expand influence beyond design into broader product strategy, GTM planning, and company-wide innovation initiatives.

• Team and Department Building: Significant potential to shape and scale the design department, establishing best practices, defining future roles, and building a world-class design organization.

• Industry Leadership: As a key leader in a growing B2C regulated gaming company, there are opportunities to become a recognized voice in product design within the industry.

• Executive Advancement: Successful tenure and impact in this role can pave the way for further executive advancement within Betty or other high-growth companies in the tech and gaming sectors.

• Skill Specialization: Deepen expertise in mobile-first design, user acquisition/retention strategies, and potentially explore adjacent areas like product management or marketing strategy.

📝 Enhancement Note: The "Operations Impact" section is tailored to highlight how design leadership directly contributes to revenue generation and GTM success, a key focus for operations professionals. The growth opportunities are framed within a leadership and strategic context, relevant for an executive-level role.

🌐 Work Environment

Office Type: Betty operates from a "new modern office space" in London, suggesting a contemporary, well-equipped, and potentially collaborative workspace designed to attract and retain talent. Given the "On-site" work arrangement, this office is the primary hub for team collaboration and operations.

Office Location(s): The primary office is located in London, England, United Kingdom. This central location offers excellent connectivity and access to a vibrant talent pool. Specific details about the office's accessibility (e.g., proximity to public transport) would be beneficial for candidates.

Workspace Context:

• Collaborative Environment: The "fun and collaborative team environment" mentioned in the benefits suggests an open and interactive workspace, encouraging spontaneous discussions and cross-functional teamwork, which is vital for design operations.

• Tools and Technology: The design team will likely have access to modern design software, prototyping tools, and collaboration platforms necessary for a high-performing product design function. The company's "innovative" nature implies a willingness to adopt cutting-edge tools.

• Team Interaction: The on-site requirement facilitates direct interaction with fellow design team members, as well as close proximity and regular communication with Product Managers, Engineers, and LiveOps teams, fostering a cohesive operational unit.

Work Schedule: The standard work schedule is approximately 40 hours per week, typical for a full-time role. However, as a VP level position in a scale-up environment, there may be an expectation of flexibility to manage critical projects, product launches, and strategic initiatives, ensuring the design function effectively supports the company's fast-paced operational tempo.

📝 Enhancement Note: The "On-site" work arrangement is a key differentiator for this role, emphasizing direct collaboration and team integration. The description of the office as "new and modern" and the culture as "fun and collaborative" provides insight into the operational environment and team dynamics.

📄 Application & Portfolio Review Process

Interview Process:

• Initial Screening: A recruiter or HR representative will conduct an initial screening to assess basic qualifications, cultural fit, and alignment with the role's core requirements.

• Hiring Manager Interview: An in-depth discussion with the hiring manager (likely a C-level executive) to explore leadership experience, strategic vision, team-building capabilities, and understanding of the company's mission.

• Design Portfolio Review: A dedicated session where the candidate presents their portfolio, focusing on key case studies that demonstrate end-to-end product design ownership, strategic thinking, leadership impact, and measurable business results (engagement, retention, conversion). This is a critical stage for assessing operational design thinking.

• Cross-functional Interviews: Meetings with key stakeholders from Product, Engineering, and LiveOps to evaluate collaboration skills, communication effectiveness, and ability to influence cross-functional teams.

• Team Fit/Culture Interview: A discussion with potential direct reports or other team members to assess cultural alignment, leadership style, and collaborative approach.

• Final Executive Interview: A concluding conversation with senior leadership to finalize the decision, focusing on strategic alignment and long-term vision.

Portfolio Review Tips:

• Focus on Impact: Emphasize how your design decisions directly contributed to business objectives such as increased engagement, improved retention rates, and higher conversion rates. Quantify results wherever possible.

• Strategic Narrative: Structure your case studies to tell a compelling story: the problem, your strategic approach, the design process, your leadership role, and the tangible outcomes.

• Demonstrate Leadership: Showcase examples of how you've built, mentored, and scaled design teams, and how you've influenced product direction and stakeholders.

• Showcase Design Systems: Include examples of how you've established or evolved design systems to ensure consistency and efficiency across product lines.

• Tailor to Betty: Research Betty's current product and brand. Be prepared to discuss how your design philosophy and experience align with their mission and values.

Challenge Preparation:

• Design Strategy Case Study: Be prepared to discuss how you would approach a specific design challenge for Betty's mobile app, focusing on user growth, engagement, or retention. Outline your research, ideation, and validation process.

• Team Building Scenario: Anticipate questions about how you would build and scale a design team in a fast-paced scale-up environment, including hiring strategies, team structure, and fostering a high-performance culture.

• Stakeholder Alignment: Prepare examples of how you have successfully navigated complex stakeholder relationships and influenced decision-making in cross-functional environments.

📝 Enhancement Note: The interview process and portfolio review tips are tailored to a VP-level design role, emphasizing strategic impact, leadership, and operational integration with GTM and business objectives. The "challenge preparation" focuses on practical application of design thinking within Betty's specific context.

🛠 Tools & Technology Stack

Primary Tools:

• Design & Prototyping: Figma (highly probable for collaborative, modern design), Sketch, Adobe Creative Suite (Illustrator, Photoshop).

• User Research & Testing: UserTesting.com, Maze, Hotjar, Amplitude, Mixpanel for behavioral analytics.

• Design Systems Management: Storybook, Zeroheight, or internal documentation platforms.

• Collaboration & Project Management: Jira, Confluence, Asana, Trello, Slack.

Analytics & Reporting:

• Product Analytics: Amplitude, Mixpanel, Google Analytics (for mobile apps).

• BI Tools: Tableau, Power BI (for broader business reporting and trend analysis, often used in conjunction with product analytics).

• Data Warehouses: Snowflake, BigQuery (for advanced data analysis and integration).

CRM & Automation:

• CRM: While not directly a design tool, understanding how design impacts CRM metrics (e.g., customer lifetime value, churn) is important. Salesforce, HubSpot.

• Marketing Automation: Tools that designers might interact with for A/B testing campaign elements or optimizing conversion funnels.

📝 Enhancement Note: The tools listed are standard for modern product design leadership roles, with a strong emphasis on collaborative platforms like Figma and robust analytics tools crucial for measuring the business impact of design (engagement, retention, conversion). Understanding how design integrates with analytics and CRM is key for operational effectiveness.

👥 Team Culture & Values

Operations Values:

• Honesty: This value translates to transparency in design processes, honest feedback within the team and with stakeholders, and ethical design practices that prioritize player trust and safety.

• Bring the Olives (Premium Customer Experience): This core value dictates that every design decision must aim to elevate the player experience to a premium level. This involves meticulous attention to detail, intuitive usability, and delivering delightful interactions that foster loyalty and positive word-of-mouth.

• Think Big (Strive for More): This encourages ambitious design thinking, pushing creative boundaries, and continuously seeking innovative solutions to enhance the product and player experience. It implies a culture of experimentation and a drive for continuous improvement.

• Data-Driven Decision Making: Operations within Betty likely emphasize using data to validate design hypotheses, measure impact, and iterate on features, ensuring that design efforts are aligned with business goals and contribute measurably to revenue and growth.

• Collaboration & Cross-Functional Alignment: A culture that values strong partnerships between Design, Product, Engineering, and LiveOps to ensure cohesive product development and a unified player journey.

Collaboration Style:

• Integrated Design Process: Design is not a silo but an integral part of the product development lifecycle, working hand-in-hand with product managers and engineers from ideation through launch and iteration.

• Feedback-Rich Environment: Openness to constructive feedback from peers, stakeholders, and users, fostering a culture of continuous learning and improvement in design execution and strategy.

• Shared Ownership of Outcomes: While design owns the user experience, the broader team shares ownership of key business metrics like engagement, retention, and conversion, promoting a unified approach to achieving company objectives.

• Agile & Iterative: A flexible and responsive approach to design and development, allowing for quick adaptation to market changes, player feedback, and new opportunities.

📝 Enhancement Note: The "Operations Values" are directly mapped from Betty's stated values to how they would manifest in a design leadership context, emphasizing measurable outcomes and cross-functional integration. The "Collaboration Style" reflects best practices for design teams in fast-paced, product-centric organizations.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Innovation with Regulation: Navigating the complexities of the regulated online gaming industry (e.g., AGCO compliance) while fostering a culture of innovation and pushing design boundaries.

• Scaling a Design Team Rapidly: Building and scaling a high-performing design team effectively in a fast-growing "scale up" environment, ensuring quality and consistency are maintained.

• Driving Measurable Business Impact: Clearly demonstrating and continuously improving the direct impact of design on key business metrics such as player engagement, retention, and conversion in a competitive market.

• Influencing Stakeholders in a Data-Centric Environment: Effectively advocating for design vision and user needs among stakeholders who may be heavily focused on quantitative data and immediate ROI.

• Evolving User Expectations: Keeping pace with rapidly evolving player expectations and technological advancements in the mobile gaming and online casino space.

Learning & Development Opportunities:

• Strategic Product Leadership: Opportunity to deepen expertise in product strategy, GTM planning, and executive decision-making within a high-growth company.

• Building and Mentoring World-Class Teams: Gaining extensive experience in talent acquisition, team development, and fostering a positive, high-performance design culture.

• Industry Specialization: Developing deep expertise in the unique challenges and opportunities within the regulated online gaming and entertainment sector.

• Cross-Functional Skill Development: Enhancing skills in areas like product management, marketing strategy, and data analytics through close collaboration with other departments.

• Potential for Equity Growth: As a scale-up, there's an opportunity for significant personal financial growth tied to the company's success and potential future exit events.

📝 Enhancement Note: The challenges are framed to reflect the specific industry (regulated gaming), company stage (scale-up), and role level (VP). Growth opportunities are aligned with executive career progression and skill enhancement relevant to operations and leadership.

💡 Interview Preparation

Strategy Questions:

• "Describe your approach to defining and executing a product design vision for a mobile-first B2C product in a regulated industry. How do you ensure this vision aligns with business objectives like player acquisition and retention?" (Preparation: Focus on strategic frameworks, user-centric methodologies, and business metric alignment).

• "How would you build and scale a high-performing product design team at Betty, considering our 'scale up' status and emphasis on 'premium customer experience' and 'thinking big'?" (Preparation: Detail your hiring philosophy, team structure models, mentorship strategies, and cultural development approaches).

Company & Culture Questions:

• "Based on our values of 'Honesty,' 'Bring the Olives,' and 'Think Big,' how would you embed these into the day-to-day operations and culture of the design team?" (Preparation: Research Betty's values and articulate practical examples of how you'd translate them into design practices and team behaviors).

• "How do you see the role of design influencing product strategy and GTM at a company like Betty, and how would you foster strong collaboration with Product, Engineering, and LiveOps?" (Preparation: Emphasize your understanding of cross-functional operations and your ability to act as a strategic partner).

Portfolio Presentation Strategy:

• Quantify Impact: For each case study, clearly state the problem, your role and approach, the design solutions, and the measurable business outcomes (e.g., X% increase in retention, Y% improvement in conversion rate).

• Highlight Leadership: Demonstrate your leadership in team building, mentorship, and influencing stakeholders. Show how you empower your team and drive consensus.

• Showcase Process Maturity: Present your design process not just as a series of steps, but as a strategic framework that ensures quality, efficiency, and alignment with business goals. Include examples of design systems and operational workflows.

• Tell a Compelling Story: Use narrative to engage your audience. Explain the 'why' behind your design decisions and the impact they had on both users and the business.

• Be Ready for Deep Dives: Anticipate detailed questions about your design choices, research methodologies, and how you handled specific challenges.

📝 Enhancement Note: These questions and preparation tips are designed to help candidates demonstrate strategic thinking, leadership capabilities, and a clear understanding of how design operations contribute to business success within Betty's specific context.

📌 Application Steps

To apply for this VP of Design position:

• Submit your application through the provided application link on greenhouse.io.

• Portfolio Customization: Tailor your resume and cover letter to highlight your VP-level leadership experience in mobile-first product design, specifically referencing your ability to drive engagement, retention, and conversion.

• Resume Optimization: Ensure your resume clearly outlines your experience in building and scaling design teams, establishing design systems, and influencing cross-functional stakeholders. Use keywords relevant to product design leadership and GTM strategy.

• Portfolio Preparation: Curate your design portfolio to prominently feature 2-3 in-depth case studies that showcase your end-to-end ownership, strategic problem-solving, leadership impact, and quantifiable business results. Be ready to present these case studies effectively.

• Company Research: Thoroughly research Betty, its mission, values, products, and the online gaming industry. Understand their competitive landscape and regulatory environment to articulate how your leadership can contribute to their success.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.