Content & AI Lead - UK Sports Betting
Web International Services (WIS) is looking for a Portal Lead to own and grow its UK sports betting portal. This role combines strong sports and content expertise with SEO, commercial thinking, people leadership, and the advanced application of AI.
The Portal Lead will act as the senior content owner for the portal, responsible for what is published, how it is produced, how it is optimised, and ultimately how it contributes to traffic, engagement, conversions, revenue, and profitability. This is a hands-on, operational role requiring a deep understanding of content, comfort working with data, and a proactive approach to using AI to improve and redesign how the content team works.
- Own the portal’s content strategy and editorial roadmap, covering sports content, evergreen content, commercial pages, and betting-focused content.
- Drive portal performance, using traffic, rankings, engagement, conversion, and revenue data to identify opportunities and continuously improve results.
- Lead the content team, including recruitment, coaching, performance management, workload planning, and deciding the right mix of internal resources.
- Own editorial quality and standards, ensuring content is accurate, useful, differentiated, SEO-driven, and compliant with relevant UK gambling and industry requirements.
- Design and improve the content plan and the team’s workflow, aligned with internal objectives, and taking other stakeholders’ input into consideration.
- Use SEO, audience, and competitor insights to identify content gaps, understand search intent, and prioritise opportunities with the greatest potential impact.
- Own content optimisation, continuously improving, updating, consolidating, or removing existing content based on performance and changing search demand.
- Embed AI into content operations, using tools such as Claude and ChatGPT to automate or augment research, briefing, SERP analysis, QA, fact-checking, optimisation, and publishing.
- Build and improve AI-powered workflows, experimenting with agents, automations, and new AI capabilities to improve content quality, efficiency, scalability, and cost.
- Work cross-functionally with SEO, Product, Design, Development, Affiliate, AI, and central Content teams to improve the portal’s user experience and commercial performance.
- Own the portal’s content budget and commercial contribution, working with leadership to deliver agreed revenue and profitability targets and making resource decisions based on expected return.
- 3+ years’ experience in sports betting, iGaming, sports media, affiliate, or a closely related content environment, ideally with strong UK market experience (required).
- Strong knowledge of UK sports and betting, particularly football, and a genuine understanding of the sports audience (required).
- Proven experience leading or managing a content/editorial team and owning an end-to-end content operation (required).
- Strong understanding of SEO, search intent, keyword research, content strategy, and content optimisation (required).
- Experience using SEO and analytics tools such as Ahrefs, Google Search Console, Google Analytics, or equivalent (required).
- Strong editorial judgement with excellent writing, research, fact-checking, and quality-control skills (required).
- Commercial mindset with an understanding of how content contributes to traffic, conversions, FTDs, revenue, and profitability (required).
- Advanced AI fluency with hands-on experience using AI tools to improve workflows (required).
- Experience building or experimenting with AI workflows, automations, agents, or multi-step processes; experience with Claude, ChatGPT, MCPs, or APIs is a plus (nice-to-have).
- Hands-on, analytical, and highly curious, with a builder mindset and a willingness to experiment, solve problems, and continuously improve how the team operates (required).
- Full remote working offered through contractor agreement OR Hybrid working setup with a flexible work environment in Malta.
- Company events in Malta organised and paid for by WIS for EU employees – twice a year.
- Access to learning platforms and educational support offered to boost your knowledge and career.
- Attractive performance bonus.
Web International Services Ltd. (WIS) is a Malta-based affiliate marketing company that acquires customers for iGaming operators and financial services providers. Founded in 2012, it builds bespoke content and comparison websites featuring reviews of prospective providers in its partners' target markets. The company generates most of its traffic organically through search engines, with a strong focus on SEO, keyword research and high-quality content. WIS combines content marketing, technical optimisation and data-driven performance tracking to drive client acquisition.