Beyond traditional pages, you'll lead "content product" initiatives that turn content into interactive, personalised experiences, such as slot tournaments, that build user loyalty, engagement, and repeat visits.

You'll also own the continuous improvement of our core automated workflows. You'll run a structured improvement loop in which performance data, quality evaluation, and user signals feed directly back into prompts, templates, data, and review processes, so that our pages keep getting better.

Reporting to the Head of SEO & Content, you'll operate as a senior individual contributor at the intersection of content, brand, SEO, product, data, and technology, turning strategic priorities into clear quarterly plans and leading complex initiatives through to measurable outcomes.

This role suits someone who sees content as both a brand and a system: recognisable, user-led, measurable, and capable of improving continuously at scale.

Your key responsibilities

Slots strategy and creation

• Own the slots content strategy for the brand, defining which slots, providers, themes, and mechanics to cover, how to prioritise them, and how slot content should evolve with market and player trends.
• Lead the design of how slot pages and slot reviews are created, including the structured data, content models, and editorial rules that make each page accurate, useful, and genuinely helpful to players.
• Apply expert knowledge of slot mechanics, features, volatility, RTP, providers, and release trends to ensure content reflects what real players care about.
• Partner with SEO and analytics specialists to decide which slot content to create, update, expand, consolidate, or retire, based on organic performance and user demand.

Brand and tone of voice

• Define and own a single, consistent tone of voice for all content and on-site communications, bringing coherence to a large body of content produced by many contributors over time.
• Translate that voice into practical, enforceable standards (style guides, examples, rules, and prompt components) that can be applied at scale through our proprietary AI content platform.
• Lead the restyling of existing content so that legacy pages align with the brand voice, prioritising by traffic, commercial value, and user impact.
• Design evaluation frameworks that measure brand alignment and voice consistency alongside factual accuracy, completeness, SEO requirements, and regulatory compliance.

Content products and brand building

• Lead the continued development of the brand as a destination players choose, trust, and return to, rather than a site they simply land on through search.
• Identify, design, and deliver "content product" initiatives that use content to create interactive or personalised player experiences, such as slot tournaments, tailored slot recommendations, and other features that encourage on-site interaction.
• Work with Product, Commercial, and other stakeholders to turn user-needs insights into prioritised initiatives that prove user loyalty, engagement, and repeat visits.
• Define success metrics for content products and use evidence to decide what to scale, iterate on, or retire.

Quarterly planning and cross-functional delivery

• Translate brand, content and content-engineering priorities into clear quarterly plans, defining deliverables, sequencing, dependencies, owners and measures of success.
• Coordinate delivery across Content, SEO, Product, Commercial, Data and Engineering, ensuring initiatives remain aligned with wider strategic goals.
• Identify and manage risks, dependencies and competing priorities, making pragmatic trade-offs where needed to keep delivery on track.
• Maintain a forward-looking view beyond immediate delivery, identifying opportunities and constraints that should influence future quarters.

Continuous improvement of automated workflows

• Own the ongoing improvement of our core automated workflows
• Establish a repeatable improvement loop that connects organic performance, quality evaluation, user behaviour, and editorial feedback back into prompts, templates, data sources, and review processes.
• Lead controlled experiments on models, prompts, templates, data sources, and workflow designs, using evidence to decide what should be adopted, improved, or retired.
• Establish monitoring and observability for these workflows so that failures, quality degradation, voice drift, and bottlenecks are detected and resolved quickly.
• Own the investigation of complex or recurring production issues, identifying root causes across prompts, models, data, templates, integrations, and review processes, and building durable fixes back into the system.
• Define the right balance between automated validation and human oversight according to the complexity, sensitivity, and potential impact of each content type.
• Optimise content systems for quality, reliability, maintainability, speed, and cost, making clear trade-offs based on business value and production risk.

Standards and leadership

• Set the standards for AI prompting on the brand, including prompt composition, voice and style components, contextual inputs, structured outputs, versioning, testing, and release processes.
• Provide technical and editorial leadership to Content team members, mentoring colleagues, reviewing approaches and helping them navigate complex or ambiguous problems.
• Raise capability across the team by creating reusable approaches, sharing expertise and ensuring lessons from individual projects improve how the wider team works.
• Act as a senior point of coordination when initiatives span multiple teams, helping resolve ambiguity, dependencies and difficult delivery decisions.
• Maintain clear documentation, including the brand voice guide, system specifications, evaluation criteria, operating procedures, and decision records.
• Evaluate emerging AI, automation, and content-technology capabilities, distinguishing useful opportunities from short-lived trends.

We're looking for…

• Deep, hands-on knowledge of online slots (mechanics, features, providers, player behaviour, and market trends) and a genuine understanding of what slots players need.
• Proven experience defining and owning a brand tone of voice, and applying it consistently across a large, multi-author content estate.
• Significant hands-on experience designing, building, and continuously improving AI-assisted or automated content systems at meaningful scale.
• Experience leading content initiatives that go beyond static