Gaming Content Lead
Betfred is seeking a Gaming Content Lead to spearhead the development of category-specific content, propositions, and creative concepts that support the CRM Content Strategy and commercial objectives. The role focuses on creating engaging, educational, and persuasive content that helps customers understand products, builds confidence, and drives engagement across key customer journeys and campaign moments.
The successful candidate will translate complex products and promotions into compelling communications while identifying opportunities to strengthen storytelling. This position involves close collaboration with Trading and Commercial teams to ensure content remains relevant across all customer lifecycle stages and effectively supports both hero campaigns and always-on activity.
- Develop category-focused content aligned to the CRM Content Strategy and commercial priorities.
- Translate complex products, propositions, and promotions into compelling customer communications.
- Develop proposition messaging and reusable content assets that support customer journeys and campaign moments.
- Identify opportunities to strengthen proposition storytelling across CRM.
- Ensure content remains relevant across lifecycle stages and levels of customer knowledge.
- Develop educational content that helps customers understand products, features, and promotions.
- Simplify complex concepts into engaging customer-first communications.
- Identify customer knowledge gaps and develop content that removes barriers to engagement.
- Partner with Trading and Commercial teams to launch new products and propositions effectively.
- Recommend new educational content opportunities based on customer behaviour and performance insights.
- Measure and refine educational content based on customer engagement and performance insights.
- Co-ordinate campaign planning for CRM and Marketing communications, including key events, hero campaigns, and always-on activity.
- Define messaging approaches, content formats, and key narratives for hero campaigns.
- Maintain a reusable library of proposition-led content assets for CRM campaigns.
- Develop innovative category-specific communication concepts and formats using personalisation, gamification, and dynamic content technologies.
- Partner with the Communications Specialist to translate successful concepts into reusable templates and communication standards.
- Develop, maintain, and optimise repeatable content themes.
- Explore opportunities to use AI-assisted content creation responsibly to improve quality and efficiency.
- Review the performance of proposition-led content and campaign messaging to identify improvement opportunities.
- Share learnings with the Content Strategy Manager and Communications Specialist.
- 3–5 years' experience in CRM, content marketing, proposition marketing, campaign planning, or customer marketing (required).
- Experience developing customer-facing content that drives engagement and commercial outcomes (required).
- Strong understanding of betting products, promotions, and customer behaviours, with experience in the betting or wider iGaming industry (required).
- Experience translating complex products, propositions, or features into clear, engaging customer communications (required).
- Experience developing educational, proposition-led, or lifecycle content across digital channels (required).
- Experience planning content to support campaigns, seasonal events, or commercial priorities (required).
- Experience creating content across multiple CRM channels such as email, push, in-app, SMS, and web (required).
- Experience collaborating with Commercial, Trading, CRM, and Marketing teams to deliver integrated campaigns (required).
- Strong understanding of CRM platforms, customer communication channels, and personalisation principles (required).
- Ability to interpret campaign and customer performance data to inform content recommendations (required).
- Excellent copywriting, storytelling, and content development skills (required).
- Strong project management and organisational skills, with the ability to manage multiple priorities and deadlines (required).
- Excellent communication and stakeholder management skills (required).
Betfred is a betting and gaming company that has operated for over 50 years, founded by Fred and Peter Done. It runs more than 1,300 betting shops and employs around 9,500 people, combining a large retail estate with online sports betting and gaming. In 2019 it entered the US sports betting market as Betfred Sportsbook, now operating in several states, and has established a presence in South Africa, where it holds a majority stake in the online betting company LottoStar. Headquartered in Warrington, England, Betfred emphasises customer service and responsible gambling across its operations.