Gaming Content Lead

Betfred Group Holdings Limited; Manchester; On-site; GBP 40,000 - 60,000; Full time

Job summary

Betfred is seeking a CRM content professional to lead category-specific content, propositions and educational materials that support our content strategy and commercial goals. You will translate complex products into engaging customer communications and collaborate with Trading, Commercial and CRM teams to launch new propositions.

You will develop reusable content assets, plan content for hero campaigns and always-on activity, and explore AI-assisted content creation to improve quality and

Qualifications

• 3–5 years' experience in CRM, content marketing, proposition marketing, campaign planning or customer marketing.
• Experience developing customer-facing content that drives engagement and commercial outcomes.
• Strong understanding of betting products, promotions and customer behaviours, with experience in the betting or wider iGaming industry.
• Experience translating complex products, propositions or features into clear, engaging customer communications.
• Experience developing educational, proposition-led or lifecycle content across digital channels.
• Experience planning content to support campaigns, seasonal events or commercial priorities.
• Experience creating content across multiple CRM channels (email, push, in-app, SMS and web where applicable).
• Experience collaborating with Commercial, Trading, CRM and Marketing teams to deliver integrated campaigns.

Responsibilities

• Lead development of category-specific content aligned to CRM Content Strategy and commercial priorities.
• Translate complex products, propositions and promotions into compelling customer communications.
• Develop proposition messaging and reusable content assets for 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.
• Co-ordinate campaign planning for CRM and Marketing communications, including key events, hero campaigns and always-on activity.
• Define content requirements for hero campaigns, messaging approaches and key narratives.
• Maintain a reusable library of proposition-led content assets for CRM campaigns ensuring content is fresh and reusable.
• Develop innovative category-specific concepts using personalisation, gamification and dynamic content technologies.
• Partner with the Communications Specialist to translate successful concepts into reusable templates and standards.
• Develop, maintain and optimise repeatable content themes and ensure adaptability across campaigns, segments, and channels.
• Explore AI-assisted content creation opportunities to improve quality and efficiency.
• Review performance of proposition-led content and campaign messaging to drive improvements.
• Share learnings with Content Strategy Manager and Communications Specialist.

Job description

Role Summary

Lead the development of category-specific content, propositions and creative concepts that support the CRM Content Strategy and commercial objectives. Create engaging, educational and persuasive content that helps customers understand products, builds confidence and drives engagement across key customer journeys and campaign moments.

Responsibilities

Content & Proposition Development

• 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.

Proposition & Customer Education

• 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.

Content Planning & Campaign Support

• Co-ordinate campaign planning for CRM and Marketing communications, including:
  
  
  
  • Key events (e.g. major sporting moments)
  
  
  • Hero campaigns
  
  
  • Always-on (BAU) activity
  
  
  
  


• Define content requirements for hero campaigns:
  
  
  
  • Define messaging approaches, content formats and key narratives.
  
  
  • Ensure alignment with Commercial, CRM and Promotional plans.
  
  
  
  


• Maintain a reusable library of proposition-led content assets for CRM campaigns ensuring:
  
  
  
  • Always-on campaigns are fresh, relevant, and effective.
  
  
  • Content is reusable and scalable across segments
  
  
  
  

Creative Concept Development

• Develop innovative category-specific communication concepts and formats using personalisation, gamification and dynamic content technologies (e.g. Movable Ink).


• Partner with the Communications Specialist to translate successful concepts into reusable templates and communication standards.


• Develop, maintain and optimise repeatable content themes (e.g. matchday showcase, educational content, urgency mechanics)


• Ensure concepts are adaptable across campaigns, segments, and channels


• Explore opportunities to use AI-assisted content creation responsibly to improve quality and efficiency.

Content Performance & Insight

• Review the performance of proposition-led content and campaign messaging.


• Identify opportunities to improve customer engagement through content.


• Partner with CRM to use customer insight and campaign performance to refine future content.


• Share learnings with the Content Strategy Manager and Communications Specialist.

Measures of Success

• Delivery of compelling, proposition-led content aligned to commercial priorities and the CRM Content Strategy.


• Increased customer engagement with educational and proposition-led content.


• Improved awareness and adoption of key products, features and promotions.


• Successful planning and delivery of content for major campaign and sporting moments.


• Strong cross-functional collaboration with Trading, Commercial and CRM teams, evidenced by timely delivery and stakeholder satisfaction.


• Growth and effective reuse of the category content library, reducing duplication and improving speed to market.


• Continuous improvement in content performance through optimisation and application of customer and campaign insights.

Success profile

• Creative storyteller – transforms complex propositions into compelling customer communications.


• Customer advocate – develops content that educates, informs and builds confidence.


• Commercially minded – understands how content supports business objectives.


• Content strategist – plans content around customer journeys and key campaign moments.


• Insight-driven – uses customer behaviour and performance data to continuously improve content.


• Collaborative partner – works effectively across Trading, Commercial, CRM and Marketing teams.

What you’ll need to succeed

• 3–5 years' experience in CRM, content marketing, proposition marketing, campaign planning or customer marketing.


• Experience developing customer-facing content that drives engagement and commercial outcomes.


• Strong understanding of betting products, promotions and customer behaviours, with experience in the betting or wider iGaming industry.


• Experience translating complex products, propositions or features into clear, engaging customer communications.


• Experience developing educational, proposition-led or lifecycle content across digital channels.


• Experience planning content to support campaigns, seasonal events or commercial priorities.


• Experience creating content across multiple CRM channels (email, push, in-app, SMS and web where applicable).


• Experience collaborating with Commercial, Trading, CRM and Marketing teams to deliver integrated campaigns.


• Strong understanding of CRM platforms, customer communication channels and personalisation principles.


• Ability to interpret campaign and customer performance data to inform content recommendations.


• Excellent copywriting, storytelling and content development skills.


• Strong project management and organisational skills, with the ability to manage multiple priorities and deadlines.


• Excellent communication and stakeholder management skills.

At Betfred we are committed to promoting equality, diversity, and inclusion (EDI) in our workplace. We believe that a diverse workforce drives innovation and enhances our success. We welcome applications from individuals of all backgrounds, identities, and experiences.

If you require reasonable adjustments during the recruitment process or have specific needs, please let us know, and we will be happy to accommodate you. Join us in creating an inclusive environment where everyone can thrive.