Gaming Content Lead: CRM Propositions & Education

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

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