Gaming Content Lead

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.

• 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 (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

• 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.

• 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.

• 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.

• Creative storyteller – transforms complex propositions into…