Content & AI Lead - UK Sports Betting

Join a leading affiliate in the iGaming industry as a Content & AI Lead (internal title: Portal Lead).

Core skills: Content Operations | Commercial Acumen | AI Fluency

WIS – who?  

Web International Services (WIS) is a lead generation company operating within the iGaming sector since 2012. Our mission is to provide players with top-notch data and reliable information through our one-stop-shop portals to enrich their betting experience. Our people are the experts that make this happen, and we are committed to making their employee experience positive and fun, while focused on growth and high performance. 

About the job 

We’re looking for a Portal Lead to own and grow our UK sports betting portal, combining strong sports and content expertise with SEO, commercial thinking, people leadership and advanced use of AI.

You’ll act as the senior content owner for the portal, responsible for what we publish, how we produce it, how we optimise it and ultimately how it contributes to traffic, engagement, conversions, revenue and profitability.

This is a hands-on, operational role. We’re looking for someone who understands content deeply, is comfortable working with data and is proactive in using AI to improve and redesign how the content team works.

What you will be doing 

• 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, 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, publishing and other workflows.

• 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.

What would make you a great fit?  

• 3+ years’ experience in sports betting, iGaming, sports media, affiliate or a closely related content environment, ideally with strong UK market experience.

• Strong knowledge of UK sports and betting, particularly football, and a genuine understanding of the sports audience.

• Proven experience leading or managing a content/editorial team and owning an end-to-end content operation.

• Strong understanding of SEO, search intent, keyword research, content strategy and content optimisation.

• Experience using SEO and analytics tools such as Ahrefs, Google Search Console, Google Analytics or equivalent.

• Strong editorial judgement with excellent writing, research, fact-checking and quality-control skills.

• Commercial mindset with an understanding of how content contributes to traffic, conversions, FTDs, revenue and profitability.

• Advanced AI fluency with hands-on experience using AI tools to improve workflows — not simply to generate content.

• Experience building or experimenting with AI workflows, automations, agents or multi-step processes; experience with Claude, ChatGPT, MCPs or APIs is a plus.

• Hands-on, analytical and highly curious, with a builder mindset and a willingness to experiment, solve problems and continuously improve how the team operates.

Some of our benefits:  

• 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 & more... 

Find out more about what makes WISards truly magical – Web International Services Ltd.