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.