Our Team

Victoria is a recent alumna of Harvard Business School, and has global experience from the UK, USA, Australia, Malta, Brazil and Argentina. After almost a decade in the industry working for brands including Gala Coral Interactive, Betfred and GentingBet; Victoria's passion has always been in safeguarding players while respecting the operators need to remain commercially viable.

Rob joined Better Change from the charity Gordon Moody where he spent 5 impressive years helping to raise their profile and ensure sufficient treatment spaces were available to meet demand. With over 15 years industry experience, including being a previous winner of the Racing Post and SiS Betting Shop Manager of the Year award, Rob also brings a unique insight into the treatment of gambling harm and is now keen to focus his efforts further upstream as we aim to prevent against gambling harm through Positive Play.

Erica is an expert on UK gambling legislation and its application. She spent over 12 years at the UK Gambling Commission, leading in policy development and application across the whole spectrum of the gambling industry. Since leaving the Commission this regulatory experience has been further enhanced through her work as compliance director for two leading casino brands.

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, working with them in a supportive and friendly way to generate impact and add value.

Combining product, marketing, business and operations expertise, Shobaa loves bringing-to-life big ideas. She has worked with blue-chip corporations and start-ups across multiple industries including gaming. She is especially passionate about delivering meaningful change through products to positively shift behaviours.

Frank joined Better Change from the charity GamCare where he spent 3 years leading the safer gambling teams work with the gambling industry. With almost 25 years industry experience, including Regional Manager roles at Gala/Buzz Bingo. Frank brings a wealth of knowledge and experience, and has a real passion to help prevent gambling harm by Promoting Positive Play throughout the industry.