Content Performance Lead

Job title: Content Performance Lead
Location: Malta (preferred)/Remote
Reporting to: CMO

As we expand, we’re looking for a talented Content Performance Lead to make our content work harder across the group.

This isn’t about writing content or setting brand strategy — it’s about driving performance. You’ll sit at the intersection of CRM, conversion, lifecycle and messaging, improving how content performs across all of our areas: Sway Gaming, Traffic Label, 5Bet and Acrum.

What you’ll do

• Identify weak content and optimise it with measurable impact (CTR, conversion, engagement)

• Improve performance across CRM, email, landing pages and user journeys

• Define smarter segmentation, lifecycle messaging and personalisation

• Run structured A/B testing and build a test-and-learn culture

• Create practical frameworks, playbooks and standards teams can use

• Leverage AI and automation to improve speed, quality and scalability

• Work hands-on with CRM, product and channel teams to drive real results

• Not a copywriting role

• Not campaign ownership or delivery

• Not brand strategy

• Not replacing CRM or channel teams

• Strong experience in CRM, lifecycle or conversion-focused content

• Proven track record of improving performance (not just producing content)

• Data-driven mindset with hands-on testing and optimisation experience

• Commercial awareness — able to link content decisions to ROI

• Experience with high-volume CRM or similar channels

• Comfortable using AI tools and modern content workflows

• Someone who can get hands-on, influence teams and build scalable ways of working

• Clear uplift in conversion, CTR and engagement

• Better-performing live journeys across brands

• Scalable frameworks adopted by teams

• Faster optimisation cycles and smarter use of AI