Brand Lead – International

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Who we are

We’re part of Super Group, the NYSE‑listed digital gaming company behind some of the world’s leading Sports and iGaming brands.

Betway is one of Africa's leading sports betting and gaming brands, operating across eight markets on the continent. In Africa, we power one of the most engaged sports-betting communities in the country — spanning football, rugby, cricket, tennis and beyond. Our social media presence is central to how we connect with fans, celebrate sport and drive brand love in a fast-moving, competitive market

Who we’re looking for

As the Brand Lead, you will be responsible for shaping and delivering compelling brand storytelling across all touchpoints.

Why we need you

This role owns the end-to-end execution of brand campaigns, ensuring creative excellence, consistency, and effectiveness across markets. Working at the intersection of strategy and execution, the Brand Lead partners closely with agencies, internal teams, and regional stakeholders to bring the brand to life in a cohesive and impactful way.

What you’ll be doing

Duties include, but are not limited to:

• End-to-End Brand Campaign Leadership

  • Lead the development and execution of integrated brand campaigns from concept through to delivery

  • Translate strategic briefs into strong, insight-driven creative platforms

  • Oversee campaign timelines, milestones, and outputs to ensure high-quality and on-time delivery

  • Ensure campaigns deliver against brand objectives, business goals, and audience needs

• Agency & Studio Leadership

  • Manage and direct creative agencies, production partners, and internal studios daily

  • Provide clear creative direction, feedback, and guidance to ensure output aligns with brand vision

  • Build strong, collaborative relationships with partners to drive performance and innovation

  • Evaluate agency and studio performance, ensuring continuous improvement

• Creative Direction & Decision-Making

  • Act as a key creative decision-maker across all brand outputs

  • Review and approve creative work across channels including ATL, BTL, digital, social, and content

  • Uphold high standards of craft, storytelling, and execution

  • Balance creative ambition with practical considerations such as timelines, budgets, and channels

• Market Adaptation & Localisation

  • Lead the adaptation of global campaigns across multiple markets

  • Ensure local executions remain true to the core brand idea while being culturally relevant

  • Partner with regional and local teams to guide interpretation and execution

  • Identify opportunities to optimise creative for different audiences and platforms

• Brand Consistency & Governance

  • Act as a guardian of the brand identity, ensuring consistency across all touchpoints

  • Maintain and evolve brand guidelines, toolkits, and frameworks

  • Ensure all creative outputs adhere to brand standards, tone, and visual identity

  • Educate internal stakeholders and partners on brand principles and best practices

This job description is not intended to be an exhaustive list of responsibilities. The job holder may be required to complete any other reasonable duties in order to achieve Business objectives.

Essential skills you’ll bring to the table

The necessary skills that we require for this role include:

• Strong creative judgment and a passion for storytelling and brand building

• Proven ability to lead integrated campaigns across multiple channels

• Excellent stakeholder and agency management skills

• High attention to detail with a commitment to quality and consistency

• Strategic thinking combined with hands-on execution capability

• Strong communication and presentation skills

Our values are non-negotiables

Our culture is underpinned by core values that are linked to key behavioural competencies. Along with the below behavioural competencies, these are essential for all employees in order for you to embed in and drive our culture forward.

These competencies are:

• Significant experience in brand, creative, or marketing roles (agency or client side)

• Demonstrated experience leading creative campaigns end-to-end

• Experience working with multiple markets and adaptation/localisation

• Strong portfolio of successful brand work

• Familiarity with production processes across channels (film, digital, social, print)

What you’ll get back

We offer a great variety of personal and professional benefits to help you thrive at Betway Africa and Super Group. This includes:

• We’re dedicated to your supergrowth. Our comprehensive learning and development programmes give you a range of resources and opportunities to expand your skills and advance your career.

• Your hard work and achievements won’t go unnoticed. Our innovative Performance Tool ensures you receive regular, constructive feedback, helping you to continuously improve and reach your full potential.

• Our Employee Assistance programme offers a variety of benefits which you and your family can benefit from.

Be part of that Superclass feeling

At Super Group, diversity is part of our DNA. With teams across 16 countries, 85 nationalities, and 19 languages, we take equal opportunities seriously, championing a supportive, inclusive and empowering environment wherever you are in the Group.

It’s all about putting your experience first and ensuring honesty and fairness in all we do. Here, your growth is supported and your contributions valued.

Game on!

• Please note we will apply relevance to our Talent Management and Talent Development Programme as part of our recruitment process.

• Shortlisted candidates may need to complete an assessment.

This position requires trust and honesty it has access to customers financial details - therefore a credit and criminal record check will be conducted. The qualifications identified herein are an inherent job requirement; therefore, a qualification verification check will be done. By applying for this role, and supplying the necessary details, you hereby grant us permission to apply for these checks. This will be done in a confidential manner, and solely for the purposes of verification.

Should you not hear from us within 2 weeks, please deem your application as unsuccessful.

The perfect place to work, play and grow!