Content & AI Lead - UK Sports Betting
Accountabilities: Own the content strategy and editorial roadmap for a UK sports betting portal, covering sports content, evergreen resources, commercial pages, and betting-focused content.
Take responsibility for portal performance, using traffic, rankings, engagement, conversion, revenue, and profitability data to identify opportunities and drive continuous improvement.
Lead the content team, including recruitment, coaching, performance management, workload planning, and resource allocation.
Establish and maintain high editorial standards, ensuring content is accurate, useful, differentiated, SEO-focused, and compliant with relevant UK gambling and industry requirements.
Design and continuously improve content plans and team workflows in alignment with business objectives and stakeholder input.
Use SEO, audience, competitor, and search-intent insights to identify content gaps and prioritise opportunities with the highest potential impact.
Own content optimisation by regularly updating, consolidating, improving, or removing content based on performance and changing search demand.
Embed AI into content operations using tools such as Claude and ChatGPT to enhance or automate research, briefing, SERP analysis, quality assurance, fact-checking, optimisation, publishing, and other workflows.
Build, test, and improve AI-powered workflows, agents, automations, and multi-step processes to increase content quality, efficiency, scalability, and cost-effectiveness.
Collaborate cross-functionally with SEO, Product, Design, Development, Affiliate, AI, and central Content teams to improve user experience and commercial performance.
Manage the portal’s content budget and commercial contribution, partnering with leadership to achieve agreed revenue and profitability targets.
Make resource and prioritisation decisions based on expected business return and measurable performance.
Continuously experiment with new content, SEO, AI, and operational approaches to improve how the team works and delivers results.
Requirements:
3+ years of professional experience in sports betting, iGaming, sports media, affiliate marketing, or a closely related content environment, ideally with strong UK market exposure.
Strong knowledge of UK sports and betting, particularly football, with a genuine understanding of sports audiences and their content needs.
Proven experience managing or leading a content or editorial team and owning an end-to-end content operation.
Strong understanding of SEO, search intent, keyword research, content strategy, content optimisation, and organic growth.
Hands-on experience with SEO and analytics platforms such as Ahrefs, Google Search Console, Google Analytics, or equivalent tools.
Excellent editorial judgement combined with strong writing, research, fact-checking, and quality-control capabilities.
Strong commercial acumen and an understanding of how content influences traffic, conversions, first-time deposits (FTDs), revenue, and profitability.
Advanced AI fluency, with practical experience using AI tools to improve workflows, operations, research, and decision-making rather than simply generating content.
Experience building or experimenting with AI workflows, automations, agents, or multi-step processes.
Familiarity with tools and technologies such as Claude, ChatGPT, MCPs, or APIs is an advantage.
Highly analytical, curious, proactive, and hands-on, with a strong builder mindset and willingness to experiment.
Strong leadership, communication, collaboration, and stakeholder-management skills.
Ability to work effectively in a fast-paced environment while balancing strategic priorities with hands-on execution.
Strong interest in continuous improvement and the ability to identify practical ways to make content operations more efficient, scalable, and effective.
Benefits:
Fully remote working arrangement through a contractor agreement.
Flexible work environment with the potential for a hybrid setup in Malta, depending on the employment arrangement.
Company events in Malta, organised and funded for eligible EU-based employees, held twice a year.
Access to learning platforms and educational support to develop your skills and advance your career.
Attractive performance-based bonus opportunities.
Opportunity to take ownership of a high-impact sports betting content operation.
Exposure to advanced AI tools, automation, agents, and emerging content technologies.
Opportunity to work across content, SEO, product, AI, development, design, and commercial functions.
International and collaborative working environment with opportunities to influence strategy and business performance.
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