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.

ERICA YOUNG
Regulatory Affairs Director
Erica is an expert on UK gambling legislation and spent 12 years at the UK Gambling Commission, leading in policy development and application right across the industry. She tempered this regulatory experience with 18 months heading up compliance for a major UK casino operator and is driven by wanting to make gambling safer for people to enjoy.
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.’

“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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