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.
DAVID RICHARDSON
Head of Strategic Partnerships

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. 

“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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