About this role
The Content Lead is a senior-level role responsible for developing and executing content strategies to drive growth, visibility, and engagement within their brand portfolio. This individual plays a key part in shaping brand identity through high-quality, user-friendly content that naturally generates earned backlinks and brand mentions. Leading a team of content editors and writers, the Content Lead ensures the creation and timely execution of roadmaps for their websites of focus.
YOUR CHALLENGE:
• Content Planning: Define and oversee execution of the content strategy and editorial calendar while ensuring alignment with brand goals and squad OKRs.
• Roadmap Execution: Manage and execute quarterly and long-term content roadmaps, balancing new pages and updating existing ones based on priority and opportunity.
• Understand your team's budget and find the most effective way to spend to achieve your goals.
• Find ways to optimize your team's workflows by incorporating AI to handle time-consuming tasks.
• Omni-channel Content Integration: Actively drive collaboration with Life Cycle, Video, and Social Media teams to extend the reach and impact of content across channels, ensuring your assigned brands' stories are repurposed and distributed effectively beyond owned content pages.
• Team Leadership: Lead and mentor a team of content editors and lead writers (if applicable), providing clear direction, support, and development opportunities.
• Content Optimization: Ensure evergreen pages are accurate, compliant, optimized for search, and aligned with the brand's tone and goals.
• Content Briefs & Guidelines: Create or approve comprehensive content briefs, templates, and writing guides to ensure clarity and consistency in execution.
• Cross-functional Collaboration: Work closely with SEO, Product, Marketing, Commercial, and your squad GM to improve brand profitability, proactively identifying gaps and establishing (or improving) the processes needed to make cross-functional work run smoothly.
• Performance Tracking: Define KPIs for your team and report on your team's progress toward achieving those targets. Use data to inform future decisions and pivot existing strategies.
• Brand Awareness & Backlink Strategy: Guide writers in creating high-impact content designed to attract natural backlinks and elevate visibility in the iGaming space.
• Editorial Calendar Management: Oversee the development and maintenance of content calendars for multiple brands, coordinating resource allocation and publishing timelines.
• Quality Assurance: Ensure all published content adheres to brand, legal, regulatory, and company standards. Provide editorial feedback where necessary.
Leadership and Team Management
• Manage team performance effectively through ongoing performance management, including conducting performance reviews and regular 1-1 meetings.
• Lead by example by delivering positive results and being a visible Catena ambassador.
• Communicate effectively and ensure information is delivered in a clear and timely manner.
• Take ownership of recruitment and selection for your team by working closely with HR and TA teams.
• Enable team and individual growth from induction stage through ongoing learning and development.
• Other duties as assigned by the Director of Content.
How Success is Measured:
• Roadmap execution: percentage of quarterly content roadmap delivered on time and within budget.
• Portfolio growth: organic traffic, keyword ranking gains, and backlink/mention growth across the brand portfolio.
• Team performance: team's achievement of defined KPIs and editorial quality standards.
• Operational efficiency: adoption of AI and workflow improvements measured against team output and budget targets.
TO DO IT, YOU WILL NEED:
A Content Lead should have 5+ years of experience in digital content, SEO, or editorial roles with increasing leadership responsibility, including 2+ years managing content teams, preferably in SEO affiliate marketing or iGaming.
Other qualifications include:
• Deep understanding of SEO best practices, conversion funnels, and user behavior analytics.
• Excellent verbal and written communication skills.
• Proven ability to drive traffic, acquire backlinks, and improve keyword rankings through on-page content tactics.
• Strong understanding of sports betting or casino and our visitors' needs.
• Ability to conceive fresh new ideas for content, features, and tools that establish brand identity.
• Strong organizational and project management skills.
• Ability to organize and plan for near- and long-term initiatives.