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.

Anna brings over 20 years of compliance expertise in the financial services and gambling sectors, with a proven ability to embed seamless compliance functions into operations. She has established an unrivalled track record in navigating complex regulatory environments and engaging effectively with global regulators through enquiries and assessments. Commercially minded and future-focused, Anna has a particular strength in supporting emerging markets while prioritising robust player protection frameworks. Her unique blend of regulatory knowledge, operational insight, and passion for compliance enables her to deliver sustainable solutions that strengthen businesses while safeguarding players and ensuring market integrity.

Emma’s spent nearly two decades quietly making magic happen in the charity and non-profit world. She’s a business development pro that's led successful bids and built impactful partnerships that have helped drive multi-million-pound growth, has a soft spot for quality management (nothing says ‘fun’ like a well-audited process) and a knack for making CRM systems behave!  With a background that includes working in gambling harm reduction, Emma’s expertise spans bid and proposal writing, project planning, stakeholder engagement, and CRM management, always with a strong focus on social impact and achieving positive change.