Content Lead - iGaming Industry

Content Lead

• Location: Remote - open to candidates across Southeast Asia (e.g. Vietnam, Indonesia, Thailand, Malaysia, etc.)
• Work model: Fully remote, with occasional in‑person meetups (e.g. once every 1-2 months)
• Employment Type: Full-time
• Salary: Negotiable (Net Salary, no social insurance contributions)
• Industry Notice: Please note that this role will be working on an iGaming project (an online crypto gambling platform). Kindly ensure that you are comfortable working in this industry before proceeding with the application.

1/ About the Role

• We are looking for a Content Lead with excellent English skills to build and drive the content function for an international iGaming brand targeting Southeast Asia.
• This is a hands-on role where you will own the brand's messaging and content across Website, Email, and Social Media. You will be responsible for developing the content strategy, managing the content calendar, creating and editing content, and ensuring a consistent brand voice across channels.
• As we are building the content function from the ground up, you should be comfortable working independently, balancing strategic planning with hands-on execution, and taking ownership of the full content lifecycle.

2/ Key Responsibilities

2.1. Content Strategy & Ownership:

• Develop and execute the overall content strategy for the iGaming product across Southeast Asia, with English as the primary language.
• Own the overall brand voice, messaging, content guidelines, and content calendar across Website, Email, and Social Media.
• Develop content plans that support user acquisition, engagement, retention, and reactivation.
• Research user behavior, market trends, and content opportunities across Southeast Asia.
• Ensure messaging remains consistent, clear, engaging, and appropriate for the target audience.

2.2. Website & Email Content

• Write, edit, and optimize high-quality English content for the website and email campaigns.
• Develop content including:
• Product and game descriptions,
• User guides and FAQs,
• Onboarding content,
• Website copy,
• Email campaigns and lifecycle communications,
• Campaign and promotional copy based on approved offers and initiatives.
• Build and manage an email content calendar, including campaign planning, copywriting, and content optimization.
• Develop and maintain email content for our existing user/contact base to support engagement and reactivation.

2.3. Social Media

• Own basic social media content for the brand during the early stage of growth.
• Establish initial content pillars, themes, and posting guidelines.
• Plan and create low-frequency social media content aligned with the overall brand voice and content calendar.
• Coordinate with the Design team when visual assets are required.
• Monitor basic social media performance and adjust content based on engagement and audience response.
• As the social presence grows, work with a future Social Media Specialist to maintain consistency in brand voice and messaging.

2.4. SEO Content

• Support the overall SEO content strategy through keyword research, content planning, and content briefs.
• Work with freelance SEO writers to develop blog and landing page content based on agreed briefs.
• Review, edit, and optimize SEO content to ensure quality, accuracy, brand consistency, and alignment with search intent.
• Apply basic on-page SEO best practices, including titles, meta descriptions, headings, and internal linking.

2.5. Cross-Functional Collaboration

• Work closely with the Affiliate team to ensure consistent and compelling messaging across affiliate channels and partner communications.
• Collaborate with the Design team to deliver complete, on-brand content across website, email, social media, and campaigns.
• Work with relevant stakeholders to communicate approved campaigns, promotions, and product initiatives through appropriate content channels.
• Ensure all content is accurate, compliant, and appropriate for the iGaming industry.

2.6. Content Performance & Optimization

• Monitor content performance across relevant metrics such as traffic, engagement, conversion, email performance, and retention.
• Use performance data and user feedback to continuously improve content, messaging, and formats.
• Build and maintain content guidelines, including tone of voice, writing style, terminology, and glossaries.

3/ Requirements

• 3+ years of experience in Content Lead, Senior Content Writer, Content Strategist, or similar roles.
• Excellent English writing and communication skills (advanced / near-native level) - mandatory.
• Direct experience in iGaming, online casino, sports betting, or gaming.
• Strong ability to write, edit, and structure clear, engaging, and logical content for an international audience.
• Experience managing content across multiple digital channels, particularly website, email, and social media.
• Experience creating content for digital products, B2C businesses, growth, or marketing.
• Good understanding of content strategies supporting acquisition, engagement, retention, and reactivation.
• Understanding of online user behavior and digital markets.
• Experience working with remote, cross-cultural, and cross-functional teams.
• Strong research skills and the ability to learn new products and industries quickly.
• Comfortable balancing strategic thinking with hands-on execution - you should be able to develop the strategy and write the content yourself.
• Strong ownership, communication, organization, and deadline-management skills.

Nice to Have

• Experience in fintech, entertainment, or other digital/B2C products.
• Experience managing basic social media content for a brand or digital product.
• Experience working with SEO freelancers or agencies.
• Additional language skills, particularly: Chinese, Indonesian / Malay, Thai,...
• Experience in a startup, scale-up, or fast-growing environment.
• Familiarity with content performance analytics and conversion-focused content.