The posting
About the Company
Blexr
Blexr is the pinnacle of lead generation in iGaming. We’re all about fostering connections that matter. Since the company’s start in 2015, we’ve been on a quest to build leading marketing products. Our story is one of many successes and a few useful failures, through which we’ve grown wiser and more resilient. And, we’ve been doing this together as a team.
We create and refine solutions that connect our users with exactly what they’re looking for. Our clients commission reviews and promotional material from us, which allows us to keep our service 100% free for our users. Even so, we ensure to keep our content honest and unbiased.
Despite our solutions and products evolving over time, our ethics remain unchanged. Trust and transparency are paramount to us. We lay things bare for our users to help them make more educated and informed decisions online.
Our Vision is to be the champion of a better game by keeping our eyes on our mission of pushing boundaries and challenging the norm. Creating brand new experiences and products that enable our users to make the most informed decisions online.
About the Role
As a Senior Content Engineer, you'll act as the editorial and technical owner of one of our flagship slots brands. You'll shape its voice, its slots content strategy, and the systems that let us produce accurate, useful, and distinctly branded content at scale.
The brand has grown through the contributions of many writers over many years. The next stage is to give it one clear, recognisable identity: a single tone of voice across every page, review, news article, and on-site communication. You'll define that voice, turn it into standards that can be applied through our proprietary AI content platform, and make sure it holds up in everything we publish.
You'll bring deep slots knowledge to the role. You'll understand what players look for when they discover, compare, and play slots, and you'll use that understanding to shape how slot pages and reviews are planned, structured, and created.
Beyond traditional pages, you'll lead "content product" initiatives that turn content into interactive, personalised experiences, such as slot tournaments, that build user loyalty, engagement, and repeat visits.
You'll also own the continuous improvement of our core automated workflows. You'll run a structured improvement loop in which performance data, quality evaluation, and user signals feed directly back into prompts, templates, data, and review processes, so that our pages keep getting better.
Reporting to the Head of SEO & Content, you'll operate as a senior individual contributor at the intersection of content, brand, SEO, product, data, and technology, turning strategic priorities into clear quarterly plans and leading complex initiatives through to measurable outcomes.
This role suits someone who sees content as both a brand and a system: recognisable, user-led, measurable, and capable of improving continuously at scale.
Key Responsibilities
Slots strategy and creation
- Own the slots content strategy for the brand, defining which slots, providers, themes, and mechanics to cover, how to prioritise them, and how slot content should evolve with market and player trends.
- Lead the design of how slot pages and slot reviews are created, including the structured data, content models, and editorial rules that make each page accurate, useful, and genuinely helpful to players.
- Apply expert knowledge of slot mechanics, features, volatility, RTP, providers, and release trends to ensure content reflects what real players care about.
- Partner with SEO and analytics specialists to decide which slot content to create, update, expand, consolidate, or retire, based on organic performance and user demand.
Brand and tone of voice
- Define and own a single, consistent tone of voice for all content and on-site communications, bringing coherence to a large body of content produced by many contributors over time.
- Translate that voice into practical, enforceable standards (style guides, examples, rules, and prompt components) that can be applied at scale through our proprietary AI content platform.
- Lead the restyling of existing content so that legacy pages align with the brand voice, prioritising by traffic, commercial value, and user impact.
- Design evaluation frameworks that measure brand alignment and voice consistency alongside factual accuracy, completeness, SEO requirements, and regulatory compliance.
Content products and brand building
- Lead the continued development of the brand as a destination players choose, trust, and return to, rather than a site they simply land on through search.
- Identify, design, and deliver "content product" initiatives that use content to create interactive or personalised player experiences, such as slot tournaments, tailored slot recommendations, and other features that encourage on-site interaction.
- Work with Product, Commercial, and other stakeholders to turn user-needs insights into prioritised initiatives that prove user loyalty, engagement, and repeat visits.
- Define success metrics for content products and use evidence to decide what to scale, iterate on, or retire.
Quarterly planning and cross-functional delivery
- Translate brand, content and content-engineering priorities into clear quarterly plans, defining deliverables, sequencing, dependencies, owners and measures of success.
- Coordinate delivery across Content, SEO, Product, Commercial, Data and Engineering, ensuring initiatives remain aligned with wider strategic goals.
- Identify and manage risks, dependencies and competing priorities, making pragmatic trade-offs where needed to keep delivery on track.
- Maintain a forward-looking view beyond immediate delivery, identifying opportunities and constraints that should influence future quarters.
Continuous improvement of automated workflows
- Own the ongoing improvement of our core automated workflows.
- Establish a repeatable improvement loop that connects organic performance, quality evaluation, user behaviour, and editorial feedback back into prompts, templates, data sources, and review processes.
- Lead controlled experiments on models, prompts, templates, data sources, and workflow designs, using evidence to decide what should be adopted, improved, or retired.
- Establish monitoring and observability for these workflows so that failures, quality degradation, voice drift, and bottlenecks are detected and resolved quickly.
- Own the investigation of complex or recurring production issues, identifying root causes across prompts, models, data, templates, integrations, and review processes, and building durable fixes back into the system.
- Define the right balance between automated validation and human oversight according to the complexity, sensitivity, and potential impact of each content type.
- Optimise content systems for quality, reliability, maintainability, speed, and cost, making clear trade-offs based on business value and production risk.
Standards and leadership
- Set the standards for AI prompting on the brand, including prompt composition, voice and style components, contextual inputs, structured outputs, versioning, testing, and release processes.
- Provide technical and editorial leadership to Content team members, mentoring colleagues, reviewing approaches and helping them navigate complex or ambiguous problems.
- Raise capability across the team by creating reusable approaches, sharing expertise and ensuring lessons from individual projects improve how the wider team works.
- Act as a senior point of coordination when initiatives span multiple teams, helping resolve ambiguity, dependencies and difficult delivery decisions.
- Maintain clear documentation, including the brand voice guide, system specifications, evaluation criteria, operating procedures, and decision records.
- Evaluate emerging AI, automation, and content-technology capabilities, distinguishing useful opportunities from short-lived trends.
Requirements
- Deep, hands-on knowledge of online slots (mechanics, features, providers, player behaviour, and market trends) and a genuine understanding of what slots players need.
- Proven experience defining and owning a brand tone of voice, and applying it consistently across a large, multi-author content estate.
- Significant hands-on experience designing, building, and continuously improving AI-assisted or automated content systems at meaningful scale.
- Experience leading content initiatives that go beyond static pages into interactive, personalised, or product-like user experiences.
- A systems-oriented approach to content, with the ability to turn ambiguous requirements into structured inputs, reusable components, validation rules, and measurable outcomes.
- Advanced practical experience with prompt engineering, structured generation, model evaluation, and automated quality assurance, including encoding style and voice into AI outputs.
- Strong technical fluency with automation platforms, APIs, scripting, content management systems, structured data, and tool integrations, with the ability to prototype solutions directly.
- Experience designing evaluation and monitoring systems that make quality, voice consistency, reliability, and performance visible at scale.
- Strong diagnostic skills, with the ability to isolate root causes and implement solutions that prevent problems from recurring.
- A solid understanding of SEO and how scalable content systems support sustainable organic growth.
- Sound editorial judgement, particularly when translating expectations around accuracy, tone, compliance, and user value into automated safeguards.
- The ability to plan and deliver across a three-to-six-month horizon, balancing immediate production needs with longer-term brand and platform improvements.
- Excellent communication and documentation skills, with the ability to explain complex systems and brand standards to non-technical stakeholders.
- Experience guiding and influencing colleagues without formal authority, raising standards through reviews, documentation, coaching, and practical example.
Will Be a Plus
- You have experience in the iGaming industry, particularly slots and casino, and understand the associated regulatory and compliance considerations.
- You have led a large-scale content restyling or brand-voice consolidation project.
- You have built engagement or loyalty features such as tournaments, personalisation, recommendations, or gamified experiences.
- You have experience with Python, JavaScript, SQL, APIs, data-transformation tools, or workflow-orchestration platforms.
- You have built production workflows using LLM APIs, retrieval-augmented generation, tool-calling, structured outputs, or automated evaluation frameworks.
- You have built dashboards or alerting systems for content quality, voice consistency, workflow reliability, or organic performance.
- You have contributed to the development or technical direction of a proprietary AI or content-automation platform.
What’s in It for You?
This is the most senior individual-contributor role within Blexr’s content-engineering capability. You won’t simply inherit an established production system: you’ll help determine how that system should be designed, how it should evolve, and what good looks like as its scale and complexity increase.
You’ll have meaningful ownership of the architecture behind Blexr’s next generation of content production—from how requirements and data enter the system to how content is generated, evaluated, published, monitored, and maintained.
When Blexr encounters a new, difficult, or high-impact content-automation challenge, you’ll be trusted to lead the response. Your impact will be measured not by the number of pages you personally produce, but by the capabilities you create for the wider organisation: their quality, adoption, reliability, efficiency, and commercial value.
Benefits
⭐️ Compensation: €50,000–€70,000 EU, Bonus - 10% yearly performance bonus (discretionary). 📚 Development Investment Pot - to spend on learning material to keep you up-skilling. 🤗 £/€500 Wellbeing Allowance – for anything that helps you stay healthy and balanced. 🌴 Enhanced Holiday Allowance – giving you more space to rest, reset and recharge. 🤝 Buy / Sell Leave – ability to buy or sell up to 5 days per year for those moments that matter. 🐣 Enhanced Parenthood Leave – up to 6 months of paid leave with buy-out options for all new parents. 🖥️ Working From Home Setup – so you're set up to do your best work comfortably and productively. 🤖 ChatGPT Business Subscription – to help you work smarter, not harder. 🏥 Private Health Insurance – opt-in for added peace of mind (eligible post probationary period). 🧠 Mental Health Support - instant, confidential access via Spill. 💚 Values Coaching (Coming soon!) – quarterly coaching conversations to help you bring our values to life. 📆 Milestone Recognition – milestone rewards at 3, 5 and 8 years with Blexr. 💰 Pension & Life Investments – to build stability and peace of mind.
Diversity, Equity, Inclusion and Belonging
At Blexr we are committed to building a team that is diverse and representative of the world we live in. We are committed to providing equal employment opportunities to individuals of every race, religion, belief, and ethnic background, regardless of age, disability, sexual orientation, or gender identity.
Our goal is to create an environment where you can do your best work and be your best self. Together, we can make things #betterwithblexr.
If you require any adjustment to our process so we can see your best self please let us know and we will support you.
