Head of Social Media & Content

Who We Are: BoyleSports is the largest and most successful independently owned bookmaker on the island of Ireland. Founded in 1989 by John Boyle, the business has grown to over 370 shops in Ireland and the UK, with an extensive online betting and gaming business operating in multiple international jurisdictions. BoyleSports HQ in the Republic of Ireland is located on the outskirts of Dundalk, and we currently employ over 2500 staff throughout Ireland and the rest of the world. With offices in Ireland, Gibraltar, South Africa and the Philippines, BoyleSports truly is a Global player within the Betting and Gaming industry. Job Title: Head of Social Media and Content Department: Brand Marketing Reports to: Director of Brand and Advertising Location: BoyleSports, Dundalk (Hybrid) Role Purpose : Reporting to the Director of Brand & Advertising, you will be responsible for crafting the BoyleSports content strategy and delivery plan across all owned digital channels. As a senior member of the marketing team, you will lead the Social Media Team who are responsible for creating engaging social content and managing the brand social channels, the Content Writers who create and deliver the BoyleSports Blog strategy and the Web Content Team who own the process for the display & configuration of content relating to sports betting & gaming on site. This role is pivotal in ensuring our brand voice is amplified and our channels reach maximum potential. As the Head of Social Media & Content, you will work collaboratively with a number of internal functions including Brand, Performance Marketing, PR, 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 cuts through while meeting all brand guidelines. With clear targets for all channels, you will be responsible for the monitoring and reporting of KPI’s associated with content which include but are not limited to banner engagement rates and brand health metrics. 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 on our website, 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 BoyleSports. Key Responsibilities: Content Strategy: Be the architect of the BoyleSports content strategy in line with our brand guidelines and ambitions. Working closely with the Director of Brand and Advertising to define the role of each digital channel and developing a robust strategy to maximise impact. Mapping out a content plan that supports and boosts 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 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 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 Social Media: Educate and lead the social media team to deliver a consistent, long term social media strategy where our brand personality is clearly shown across channels during, but not limited to key sporting moments. Inject life into our social media channels by massifying partnerships, brand sponsorships, ambassador relationships and more. Investigate and implement new formats, design systems, tools and case studies to boost our audiences and relevance. 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 Lead the implementation, management and execution of any bespoke external content offerings, such as the Cheltenham Preview, Mini Docuseries, BoyleSports owned content series, sponsorship coverage and more, working with internal and external stakeholders to ensure that everything works seamlessly Educate and excite the wider business on the role and value of social media within our brand channel stack. Web Content & Blog: Responsible for Web Content on BoyleSports and the editorial content on BoyleSports Blog. Share and deliver the Blog working closely with the Performance Marketing team to deliver a clear editorial plan to support the businesses SEO strategy. 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. 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. Come up with and champion product and UI projects to improve the customer journey, Monitor and maintain all external content feeds and supplier relationships. Introduce SLA and engage them on how the product can be improved to best suit our customers’ needs Leading the Content Team: An inspiring, confident Head of department that provides leadership and direction to the team, creating and embedding a culture where a challenger spirit and continuous improvement is embraced. 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. Specialist Skills and Experience Required: Experience as a leader in multi-channel content functions is essential Previous experience in a similar role, bringing a brand to life via effective content Direct experience in the sports betting and/ or gaming industry An excellent working knowledge of sports & gaming products A marketing and publishing mindset, with a ‘customer first’ obsession Strong analytical mindset The ability to lead and inspire a team of content personnel to achieve company's stated goals A passion for new technology tools and implementation of those tools 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 – can connect with stakeholders at all levels including performance marketing and paid social media team members 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 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 A challenger spirit with a passion for brand. BoyleSports is an equal opportunities employer, and we welcome applications from all suitably qualified persons.