Sr Director NA

About Better Collective

Better Collective is a global digital sports media group on a mission to excite sports fans and build communities worldwide. We operate at the intersection of sports, media, technology, betting, and prediction markets. With brands like FUTBIN, HLTV, Action Network, Playmaker HQ, VegasInsider, Bolavip, FutbolSites, and more, we engage 450+ million monthly users worldwide. We combine the scale of a corporation with the speed and mindset of a startup.

About the role

We're looking for a Senior Director, Affiliate Content to lead our North American business within our affiliation team, with a strong focus on SEO, content, audience growth, and commercial performance.

You'll be responsible for helping shape the strategy and performance of our US assets, working across SEO, content, affiliate, product, data, and commercial teams.

This role is ideal for someone who has foundational and current knowledge in SEO and content, has grown into a broader leadership role, but still enjoys staying close to the work and can confidently guide teams on priorities, techniques, and opportunities.

Content is abundant and cheaper than ever to produce. AI has lowered the barrier to producing work that is perfectly adequate. But adequate is not good enough, because everybody can easily do it.

We want to set a new standard for exceptional content. Here at Better Collective, we create non-commodity content that only our brands could publish. Content built on original data, real access, and genuine expertise. Content that surprises and delights our audience and serves both users and search engines.

We can see the opportunity, and this is the role that makes it happen. You won't be doing it alone.

How we'll support you:

• A best-in-class technical SEO team to collaborate closely with.
• An active digital PR function driving authority and coverage.
• Established US brands, including Action Network and VegasInsider.
• Strong Product, Development, Data and Analytics teams to help turn strategy into execution.
• Data and analytics infrastructure to prove what is working.
• A leadership team that wants to achieve growth and change.

What you'll do

• Lead the SEO and content strategy across our US affiliation assets, setting direction for the teams while staying close enough to the work to challenge priorities, guide execution, and identify opportunities.
• Confidently guide teams on SEO priorities, techniques, and opportunities, including technical SEO, content optimization, site architecture, and emerging search trends, while remaining hands‑on when needed.
• Raise the quality bar for content and help teams create differentiated, non-commodity content that performs for users, search engines, and AI-driven experiences.
• Define and champion AI and new search best practices, ensuring teams move beyond experimentation into practical adoption.
• Work closely with SEO, Digital PR, Data, Product, Development, and Commercial teams to maximize the performance of our assets.
• Connect SEO, content, audience growth, and affiliate performance to drive sustainable revenue growth. Identify growth opportunities and help prioritize initiatives based on business impact.
• Guide on budget and commercial planning and help improve the overall performance of the North American business.

What we're looking for

• Experience within sports betting, iGaming, casino, or affiliate businesses.
• Strong and recent hands‑on SEO experience, with the ability to confidently challenge priorities, guide teams, and make strategic decisions based on search performance.
• Deep understanding of content strategy, organic growth, and audience development.
• A strong background in content/editorial environments and a genuine passion for creating high‑quality, differentiated content.
• Demonstrated leadership experience, including leading teams and working cross‑functionally across content, product, data, development, and commercial functions.
• A strong commercial mindset and experience connecting SEO, content, and audience growth to revenue and business performance.
• Up‑to‑date understanding of how AI, AEO/GEO, and changing search behavior are affecting content discovery and organic growth.
• Someone who can operate strategically while still being comfortable getting into the details when needed.
• Experience with budgets, commercial planning, or P&L.