Meet The Team

VICTORIA REED
Founder
Victoria is a recent alumna of Harvard Business School, and has global experience from the UK, USA, Australia, Malta, Brazil and Argentina. After more than 6 years working for Gala Coral Interactive, Betfred and GentingBet, Victoria’s passion has always been in safeguarding players while respecting the Operator’s need to remain commercially viable.
ROBYN LEE
Operations Director

Robyn has always put the customer at the heart of everything she does and is especially skilled at developing innovative strategies to facilitate strong commercial growth. After studying Law at Nottingham University, Robyn became the Operations Director for a Social Impact business in Manchester where she saw first-hand the devastation of gambling addiction.

LEE SACKER
Technical Director

Lee is an accomplished innovator who loves to streamline, automate and optimise using new technology – even more so if he can include an algorithm! Originally from the Trading world having worked for global brands including ABN AMRO and BNP Paribas, Lee saw many of his colleagues succumb to gambling harm. His innovations such as our bespoke Gambling Awareness course, affordability tools and single customer view approaches will ensure that together, we can prevent gambling harm.

ANDREA LEWIS-COKER
Clinical Director
Andrea is a Chartered Counselling Psychologist with over 18 years’ experience. After gaining a first class honours degree in Psychology, Andrea achieved her Diploma in Counselling before going on to study to become a qualified Chartered Counselling Psychologist. Andrea has worked in a wide variety of clinical settings including adult primary care and for a specialist trauma service.
SHEONA HURD
Director, North America
Sheona brings with her almost 20 years experience in the RG field having most recently served as Director of Social Responsibility Strategy at the Ontario Lottery & Gaming Corporation (OLG). Sheona is an expert in RG research, community engagement, analytics and player education having launched OLG’s innovative RG education platform, ‘PlaySmart.’
DAVID RICHARDSON
Strategic Partnerships Manager

David is an experienced project manager with a background in education, sport and travel. He enjoys working with clients to plan and deliver both small and large scale projects with lots of moving parts. David has seen first-hand the devastation that gambling addiction can cause and as a result, has developed a strong passion for finding out the needs of organisations and working with them in a supportive and friendly way to generate impact and add value. 

LEE WILLOWS
Non-Executive Director

Lee has worked predominantly in the Education, Charity and iGaming sectors for over 30 years, progressing from a front line youth worker and post-16 educator to holding Managing Director and Chief Executive positions. Lee has a proven track record of servant leadership; significant B2B sales and income generation, political engagement at the highest levels and significant experience working within regulatory frameworks with a detailed knowledge of Corporate Social Responsibility (CSR); Environmental, Social and Governance (ESG) and Safer Gambling (SG) approaches.

Simon Collins
Non-Executive Director
Simon has over 25 years’ experience in the iGaming industry where his achievements include co-founding Cashcade – the owner of Foxy Bingo, co-founding the gaming supplier Gaming Realms and serving as the MD of Betting and Gaming at News UK before deciding that the start-up space was where his passion and heart truly is.
Tom Galanis
Non-Executive Director
Since 2005, Tom has led the strategic and operational development and management of over 30 affiliate programmes for companies as illustrious as bet365, Betsson Group, GVC Ladbrokes Coral, BetVictor, Genting and the Rank Group. His consultancy business TAG Media also operates an affiliate publishing division in the USA, with flagship sites US-Odds.com and TopNJOnlineCasino.com. Tom is also Managing Director of First Look Games, a marketing tech platform that connects game developers with affiliates to boost advertising efficacy & compliance.

“Better Change exists to be the driving force for change in the gambling industry. We believe that everyone, players and operators alike, must be able to reach their full potential, free from the grips of gambling harm.”

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