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Simon Capstick-Dale
I’m a content specialist and performance marketer with 18 years of experience helping brands turn strategy into storytelling that drives revenue. I’ve worked across iGaming, fintech, healthcare, and tourism, having partnered with global brands like Audi, Dell EMC, and Condé Nast.
My communication style is clear, conversion-focused, and meets customers where they are. Whether writing SEO-optimized content, crafting CRM campaigns, or building brand voice, I bring a strategic mindset, editorial precision, and a results-driven approach.
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Show profile Hide profileSearch Project @ Senior Content Specialist
Mar 2025 - Jul 2025
I led the strategy, development, and performance of two casino affiliate websites, focusing on driving high-quality traffic, boosting conversions, and maximizing revenue.
● Steered the performance and growth of two casino affiliate websites (CAN and UK markets).
● Developed and refined the product roadmap based on SERP analysis and market changes.
● Collaborated with SEO team to enhance site performance, backlink and domain authority.
● Created content briefs informed by keyword research, competitor analysis and content gaps.
● Conceptualised and executed integrated omnichannel campaigns focused on social media and PR.
● Monitored key SEO metrics and applied insights to pages and campaigns for better conversions.
● QA-ed content before publishing to ensure it meets user intent and adheres to brand guidelines.
Freelance Content Writer @ MyBookie
Apr 2022 - Sep 2023
I developed all external communications for the re-launch of the MyBookie VIP Program and established its brand voice. The copy assets I produced included landing page content for the website, targeted email campaigns and live chat templates for VIP Customer Support.
● Establish a company style guide and unique brand voice for high-value customers.
● Develop segmented email campaigns, including teasers and VIP invitations.
● Prepare customer communications to launch the VIP programme for the Canadian market.
● Rewrite, refresh and redesign content for the MyBookie website and VIP landing page.
● Create response templates for customer support agents servicing VIP players.
Content & Affiliate Manager @ Betting Guide
Feb 2020 - Aug 2023
I managed all content and affiliate operations for Betting Guide, a South African online resource focusing on Sports Betting, Casino Games and Lotteries with 120k users per month.
● Plan content and perform keyword research.
● Perform competitor and performance research using Google Analytics.
● Conduct regular SEO audits in Ahrefs and refresh content wherever necessary.
● Write and edit content before designing and publishing on WordPress.
● Promote affiliate partners and drive conversions through content marketing.
● Ideate, create and schedule social media content for X and Facebook.
● Manage affiliates via Income Access by tracking and reporting earnings.
● Develop and nurture affiliate partner relationships to maximise revenue.
● Record a weekly podcast discussing bookmakers, products and industry news.
Marketing Copywriter @ Cisco (North Carolina, USA)
Feb 2019 to Jan 2020
● Create digital experiences for Webex users to drive adoption, learning and customer success.
● Map customer journeys across all digital touchpoints to ensure a seamless user experience.
● Develop engaging content to build brand affinity, loyalty and deeper product relationships.
Content Writer & Editor (Self-Employed)
● Produce print and digital marketing content for clients in the IT, finance, tourism, real estate, and e-commerce sectors
● Write, edit and proofread copy for webpages, blogs, newsletters, adverts, sales letters, brochures and press releases
● Collaborate with clients to deliver high-converting omnichannel content for the sales funnel and customer lifecycle
● Develop and maintain consistent brand voice and messaging across marketing channels and communications
Top Clients: Dell EMC | Audi | Ahold Delhaize | Condé Nast International | Lafarge Holcim | Fast Company | Momentum Health | Old Mutual | Umvoto
Search Project @ Senior Content Specialist
Mar 2025 - Jul 2025
I led the strategy, development, and performance of two casino affiliate websites, focusing on driving high-quality traffic, boosting conversions, and maximizing revenue.
● Steered the performance and growth of two casino affiliate websites (CAN and UK markets).
● Developed and refined the product roadmap based on SERP analysis and market changes.
● Collaborated with SEO team to enhance site performance, backlink and domain authority.
● Created content briefs informed by keyword research, competitor analysis and content gaps.
● Conceptualised and executed integrated omnichannel campaigns focused on social media and PR.
● Monitored key SEO metrics and applied insights to pages and campaigns for better conversions.
● QA-ed content before publishing to ensure it meets user intent and adheres to brand guidelines.
Freelance Content Writer @ MyBookie
Apr 2022 - Sep 2023
I developed all external communications for the re-launch of the MyBookie VIP Program and established its brand voice. The copy assets I produced included landing page content for the website, targeted email campaigns and live chat templates for VIP Customer Support.
● Establish a company style guide and unique brand voice for high-value customers.
● Develop segmented email campaigns, including teasers and VIP invitations.
● Prepare customer communications to launch the VIP programme for the Canadian market.
● Rewrite, refresh and redesign content for the MyBookie website and VIP landing page.
● Create response templates for customer support agents servicing VIP players.
Content & Affiliate Manager @ Betting Guide
Feb 2020 - Aug 2023
I managed all content and affiliate operations for Betting Guide, a South African online resource focusing on Sports Betting, Casino Games and Lotteries with 120k users per month.
● Plan content and perform keyword research.
● Perform competitor and performance research using Google Analytics.
● Conduct regular SEO audits in Ahrefs and refresh content wherever necessary.
● Write and edit content before designing and publishing on WordPress.
● Promote affiliate partners and drive conversions through content marketing.
● Ideate, create and schedule social media content for X and Facebook.
● Manage affiliates via Income Access by tracking and reporting earnings.
● Develop and nurture affiliate partner relationships to maximise revenue.
● Record a weekly podcast discussing bookmakers, products and industry news.
Marketing Copywriter @ Cisco (North Carolina, USA)
Feb 2019 to Jan 2020
● Create digital experiences for Webex users to drive adoption, learning and customer success.
● Map customer journeys across all digital touchpoints to ensure a seamless user experience.
● Develop engaging content to build brand affinity, loyalty and deeper product relationships.
Content Writer & Editor (Self-Employed)
● Produce print and digital marketing content for clients in the IT, finance, tourism, real estate, and e-commerce sectors
● Write, edit and proofread copy for webpages, blogs, newsletters, adverts, sales letters, brochures and press releases
● Collaborate with clients to deliver high-converting omnichannel content for the sales funnel and customer lifecycle
● Develop and maintain consistent brand voice and messaging across marketing channels and communications
Top Clients: Dell EMC | Audi | Ahold Delhaize | Condé Nast International | Lafarge Holcim | Fast Company | Momentum Health | Old Mutual | Umvoto
