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Artificial Intelligence (AI) Content Lead

Department: Product / Marketing
Reports to: Head of Product / Growth

Location: Hybrid / Malta

About Us

Since 2006, NetBet has delivered the ultimate online casino and sportsbook experience for its players across the globe. Alongside sports betting and casino, players have also enjoyed Lotto, Live Casino, and Poker products. With access to multiple languages across all its registered markets, thousands of industry-leading casino games, and daily sports events, NetBet has evolved into one of the world’s favourite online gaming brands. NetBet provides users with a friendly environment, total security, and reliable navigation. Its features are recognised by flagship organisations specialising in regulating and controlling online gaming sites. To enrich player trust and protection NetBet has several gaming licences from across the world including MGA, UK, Denmark, Greece, France, Romania, and Italy. This ensures that NetBet operates in line with the rules and regulations of each jurisdiction and that players receive the best possible service.

About the Role

We are hiring a high-performance individual to take full ownership of content production across the business using AI.

This role is not focused on manual content creation. Instead, it is centred on building scalable systems that can generate high-quality content efficiently and at scale.

Your mission is to deliver all content, across all languages and teams, faster, more cost-effectively, and with greater consistency than a traditional content function. You will work primarily with Product, while also supporting Acquisition and CRM, operating with speed, autonomy, and accountability.

The role will involve:

  • Owning 100% of content output across the organisation
  • Replacing manual workflows with AI-driven systems
  • Delivering multilingual content at scale
  • Building a repeatable and efficient content engine

Duties and Responsibilities:

Build the AI Content Engine

  • AI Translator tool: Multilingual translator
  • Sport Tips writer: Football fixtures pre-processed articles
  • Content Writer: Managing agentic Jira and Figma workflows to automate data-backed, design-aware product content.
  • Design and own AI-driven workflows for all content needs
  • AI Content Orchestrator
  • Turn briefs into scalable systems (not one-off outputs)
  • One agent in Cluster, called through API
  • Create reusable prompt frameworks and templates
  • Prompt library management
  • Continuously improve speed, cost, and quality

Deliver High-Volume, High-Quality Content

  • Product content (UX copy, features, flows) — primary focus Acquisition content (landing pages, SEO, ads)
  • CRM content (emails, push, campaigns)
  • You should be able to handle dozens of requests per week without bottlenecks.

Multilingual at Scale

  • Generate and localize content across multiple markets using AI
  • AI Translator tool: Multilingual translator
  • Ensure quality, consistency, and compliance in each language
  • Creation of compliance bot and multi-data sources management
  • Build processes that remove the need for external translators
  • AI Translator tool: Multilingual translator

Own Quality & Compliance

Ensure all output is:

  • On-brand
  • Accurate
  • Conversion-focused
  • Compliant (regulated markets)
  • Implement fast, scalable QA processes

Work Directly with Stakeholders

  • Translate vague or incomplete briefs into structured outputs
  • Push back when needed — you own the outcome, not just execution
  • Operate with minimal supervision
 
WHAT YOU’LL BRING
 

The ideal candidate will have experience building AI-driven automated workflows and scalable systems where AI manages content creation end-to-end with minimal manual involvement, including workflow automation, AI tool integration, and AI-led content operations.

Mindset & Approach

  • Strong passion for AI and emerging technologies, with a proactive approach to applying them in practical use cases
  • Ability to work at pace and deliver consistently high-quality outcomes
  • Focus on building scalable systems and solutions, rather than one-off outputs
  • High level of ownership and accountability, with the ability to operate independently
  • Comfortable challenging and improving existing processes to drive efficiency and innovation

Core Skills

AI & Automation

  • Strong hands-on experience with AI tools (e.g. ChatGPT, Claude, AI agents)
  • Advanced prompt engineering skills
  • Ability to structure inputs to reliably control outputs
  • Experience building scalable, repeatable content workflows
  • Basic to intermediate understanding of API integrations and automation

Content Expertise

  • Excellent writing and editing skills in English
  • Strong understanding of:
  • UX writing
  • Conversion copy
  • SEO/AEO fundamentals
  • Transcreation
  • Ability to adapt tone and messaging across products, markets, and audiences

Operational Thinking

  • Strong systems-thinking mindset, focusing on scalable solutions rather than individual tasks
  • Ability to optimise workflows for speed, efficiency, and scale
  • Comfortable managing high volumes of work without compromising quality

Multilingual & Localisation

  • Experience producing or managing multilingual content
  • Strong judgment on localisation versus direct translation
  • Ability to review and quality-check AI-generated content across multiple languages

Nice to Have

  • Experience within iGaming or other regulated industries
  • Proven experience improving or replacing existing workflows
  • Familiarity with CMS tools or product/content environments
  • Experience working closely with Product or cross-functional teams

KPIs (Success Measures):

Reduction or optimisation of content team headcount through automation
All content requests delivered efficiently, with no backlog
Significant reduction in turnaround times across all content types
Consistent, high-quality output across all languages and channels
Measurable impact on conversion, engagement, and overall performance

Behaviours & Commitments:

  • Own it. Take responsibility and follow through.
  • Communicate early. Share progress and risks.
  • Collaborate. Ask for input. Offer help. Give/seek feedback.
  • Keep it simple. Prioritise outcomes over activity
  • Be trustworthy. Protect data and act with integrity.
What We Offer

NetBet recognises the value of exceptional talent and rewards it accordingly. As a NetBet employee based in Malta, you get:

  • The opportunity to be part of a forward-thinking company in the online casino and sports betting industry.
  • A team of dedicated professionals in a supportive, growth-oriented environment.
  • To work on exciting projects that challenge your skills and help you grow
  • Attractive, market-aligned salary package: we offer a compensation package that reflects your experience, skills, and the value you bring to the team.
  • Hybrid working (in office/remote).
  • Private Health Insurance after completing your first 6 months.
  • Employee Wellbeing Program.
  • Learning and Development Programmes.
  • Team-building and Social Engagement Activities to foster a great working environment.
  • Attractive benefits, including coffee, fresh fruit, and snacks.

Commitment to Diversity:
NetBet is dedicated to equality of opportunity for all staff. Applications from individuals are encouraged regardless of age, disability, sex, gender reassignment, sexual orientation, pregnancy and maternity, race, religion or belief, and marriage or civil partnerships.

Personal data is processed in accordance with EU GDPR. CVs are retained for 12 months, and we may contact you regarding other suitable roles during this period.

A note for applicants:
We sincerely appreciate your interest in joining our team. If you do not hear from us within three weeks of submitting your application, please consider your application unsuccessful on this occasion. Only shortlisted candidates will be contacted, and we thank all applicants for the time and effort taken to apply.