His role involves driving strategy and consistency across all marketing channels and overseeing brand positioning, communications, creative and media spend.
BetVictor's communications manager Alexandra Santos will report into Parkes.
Parkes joins from online casino and gaming company Betsson Group, where he was global head of brand and creative.
"Matt’s appointment comes at a significant moment in our brand’s growth," BetVictor CEO Andreas Meinrad said.
"These past few years have been among the most important for the business in terms of developing our brand proposition and assets, and we are looking forward to welcoming him to the team. His extensive marketing experience will be crucial for helping us to grow the brand even further."
Parkes' 21-year career includes senior creative and marketing roles for multiple global agencies.
This includes stints as global marketing director at branding agency Jones Knowles Ritchie; marketing director at GreyShopper London; and founder and creative director at The Dirty Dozen.
He said: "I’m very much looking forward to getting started with BetVictor, a company that is at a really exciting stage of its brand journey. They have taken great strides in developing their proposition and are now ready to amplify it even more. I can’t wait to lead the next part of that process and contribute to the overall success of the company."
Recently, BetVictor appointed former football manager Harry Redknapp as a brand ambassador.