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Head of Content Operations - Gibraltar

Employer
Ladbrokes Coral Group
Location
Gibraltar
Salary
Competitive
Closing date
20 Jun 2018
Head of Content Operations - Gibraltar

About The Role

Role Purpose    

Reporting directly to the Director of Digital Sportsbook Performance, you will be responsible for the leadership of the multi-brand content team across all Digital & Retail channels owning the process for the display & configuration of content relating to sports betting & gaming. This role is pivotal in ensuring the content strategy is fulfilled and all brands/channels reach maximum potential.

As the head of operations for the point at which our customers consume our product, you will hold relationships with a number of internal functions consisting of PR, Social, Marketing, CRM, Product & Trading functions. You will be an integral member of the wider sports brand & marketing teams and will work closely with our in-house creative/design teams to ensure content output meets all brand guidelines.

Driving performance and strategy through use of a Content Performance Dashboard, you will be responsible for the monitoring and reporting of KPI’s associated with content which include but are not limited to banner impressions, click rates, click rate percentages, conversion and conversion percentages.

The business will depend on you to track the impact of customer interaction with our front end product and in doing so suggest a strategy to improve engagement, uplift in revenue and improve our front end proposition and usability. You will ensure that content is effective at driving both existing and potential customers to choose our multi-brand products.

Key Responsibilities

  • Responsible for Ladbrokes Content, Coral Content and Live QA
  • Recruit, mentor and develop the team by providing development, coaching, objectives and goal setting, performance management and other people policies as required ensuring the team is motivated, productive and fully compliant with all regulations and legislation
  • An inspiring leader that provides leadership and direction to the department, creating and embedding a culture where continuous improvement is embraced
  • Shape and deliver the Ladbrokes Content, Coral Content and Live QA strategies
  • Ensuring all content is on-brand, consistent in terms of style, quality and tone of voice, and optimized for search and user experience for all brands & channels
  • Mapping out a content strategy that supports and extends marketing initiatives, both short- and long-term, determining which methods work and why. Continuous evolvement of strategy is essential to drive turnover and customer engagement in order to ensure that our customers enjoy the best user journeys and an industry leading betting and ecommerce experience
  • Support and sign-off of daily dynamic content schedules for all brands and products for distribution across the business to allow insight, visibility and alignment of efforts across the corresponding areas and functions. You will influence optimal positioning of product and events in relation to the calendar of sporting events and betting opportunities
  • Supervise the best practices in grammar, messaging, writing style via an internal monitoring service that meticulously manages the accuracy of all trading market and display content from a customer perspective. Utilise the sports schedule and analytical insight to anticipate customer behaviour and journeys, then focus quality assurance efforts around these areas to ensure the user have the best possible experience
  • Facilitate and influence the development of a personalised and contextual content driven user experience solution across all brands and platforms in order for us to directly engage our user base and stimulate their spending habits
  • Work alongside the BI Team in conducting ongoing usability tests to gauge content effectiveness. Gathering data and handling analytics to help define the specific customer journeys and site content interactions that directly drive revenues, establish KPIs and produce analytic led assessment to drive continuous improvement in the management of site content and display. Cross reference this with financial data to properly gauge and track conversion on all touch points. Facilitate relationship with internal BI team and service providers in order to leverage third party analytics
  • Developing standards, systems and best practices for content operational efficiencies and procedures that ensure all brands and platforms are utilising a standardised model of content creation, distribution and maintenance including the real-time implementation of content strategies
  • Establishing work flow for requesting, creating, editing, publishing, and retiring content liaising with key Creative team stakeholders and respective brand and channel design teams in order to ensure that all creative materials are suitable and optimised for online display and use analytical insight gathered to feed into the creative process
  • Conducting periodic competitive audits including compilation of an extensive gap and competitor analysis, utilising the output to drive improvements and development on the front end site in relation to back office advancements
  • Work with technical team to implement appropriate CMS driving the development, and the priorities thereof, of CMS applications across the business.
  • Participation in the hiring and supervising of content leaders in all content verticals facilitating the 24/7 provision of content to the end user by subsequently implementing a staffing and coverage model that allows for extensive coverage with uplift and focus around key events, ensuring that betting opportunities around the clock are monetised in the most effective way
  • Specialist Skills and Experience Required 
  • Experience as a leader in multi-channel content functions is essential
  • Previous experience in a similar role
  • A marketing and publishing mindset, with the most important aspect being to think “customer first”
  • An excellent working knowledge of sports & gaming products
  • Strong analytical mindset
  • Proven editorial skills. Outstanding command of the English (or primary customer) language
  • The ability to lead and inspire a team of content personnel to achieve company's stated goals
  • Skill at both digital content management and real-time (immediate) content management and distribution strategies and tactics
  • The ability to think like an educator, intuitively understanding what the customer needs to know and how they want to consume it
  • A passion for new technology tools and usage of those tools
  • Clear articulation of the business goal behind content management.
  • Leadership skills required to define and manage a set of goals involving multiple stakeholders
  • Management skills to manage content schedules and deadlines together with an ability to work in a 24 hour project across all brands and channels
  • Strong people skills
  • Knowledge of web analytical tools such as Google Analytics is preferable but not essential
  • A willingness to embrace change and to adapt strategies on the go
  • A willingness to embrace change and to adapt strategies on the fly
  • Needs to be continually learning the latest platforms, technology tools and marketing solutions through partnerships
  • Ability to be process-driven and make data driven decisions
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