Director of Search Engine Optimisation (SEO) and App Store Optimisation (ASO)

Description

Who we are

Bally's Corporation is a global casino-entertainment company with a growing omni-channel presence. It currently owns and manages 15 casinos across 10 states, a golf course in New York, a horse racetrack in Colorado, and has access to OSB licenses in 18 states. It also owns Bally's Interactive International, formerly Gamesys Group, a leading, global, online gaming operator, Bally Bet, a first-in-class sports betting platform, and Bally Casino, a growing iCasino platform.

With 10,600 employees, the Company's casino operations include approximately 15,300 slot machines, 580 table games and 3,800 hotel rooms. Upon completing the construction of a permanent casino facility in Chicago, Bally's will own and/or manage 15 casinos across 10 states. Bally’s also has rights to developable land in Las Vegas post the closure of the Tropicana.

Well, what about the team?

We’re seeking a visionary Director of Search Engine Optimisation (SEO) and App Store Optimisation (ASO) to lead our global organic growth strategy. In this high-impact leadership role, you’ll shape and execute a unified global SEO and ASO roadmap, driving visibility, traffic, and engagement across web and app platforms. Partnering with senior marketing, technology, and creative leaders, you’ll harness the power of AI, data, and innovation to deliver best-in-class performance.

This is an opportunity to lead a talented global team, influence strategy at the highest level, and make a measurable impact on how millions of customers discover and connect with our brand.

So, what will you be doing?

• Develop and execute a unified global SEO and ASO strategy aligned with business goals and market-specific needs.
• Define and manage global domain and platform strategies, ensuring best-in-class technical SEO practices across all digital touch points.
• Identify and capitalise on organic growth opportunities through keyword research, competitive analysis, and trend monitoring.
• Leverage AI and automation to enhance SEO efficiency, performance tracking, and content optimisation.
• Lead and mentor a global team of SEO, ASO, and content specialists, fostering innovation and continuous improvement.
• Drive technical SEO excellence, ensuring optimal site architecture, mobile optimisation, structured data, and indexation.
• Develop and implement content and keyword strategies to ensure consistent, high-quality, search-optimised materials across markets.
• Oversee App Store Optimisation (ASO) including keyword research, metadata optimisation, and creative asset strategy for app visibility and conversion.
• Manage user review and feedback processes to strengthen app reputation and inform ongoing product improvements.
• Conduct ongoing competitor analysis to identify market opportunities and refine global SEO and ASO approaches.
• Define, track, and report on SEO and ASO KPIs, centralising insights and demonstrating performance impact.
• Collaborate cross-functionally with brand, creative, technology, and market teams to embed SEO best practices across all initiatives.
• Manage agency partnerships and external vendors, ensuring quality, consistency, and efficiency at global scale.
• Represent SEO and ASO within the global marketing leadership team, partnering with senior stakeholders and industry leaders (e.g., Google) to drive innovation and strategic alignment.

And what will you need?

• Extensive SEO and ASO experience with a proven track record of driving organic growth in highly regulated, competitive environments.
• Deep understanding of technical SEO, content strategy, and app store optimisation, with experience across global and multi-language markets.
• Strong analytical skills and the ability to link SEO/ASO activities to business outcomes, including new player acquisition.
• Demonstrated leadership and stakeholder management skills, influencing across teams and driving best practice throughout the organisation.
• Hands-on expertise with leading SEO/ASO tools such as Google Search console, SEMrush, Ahrefs, Screaming Frog and AI-driven optimisation technologies.
• Excellent communication skills, able to advocate for SEO/ASO priorities to senior leadership.
• Demonstrated ability to lead, mentor, and develop high-performing teams of SEO, ASO, and content specialists.
• Up-to-date knowledge of search engine and app store algorithm trends and emerging digital technologies.
• Strong commercially, linking SEO and ASO strategies directly to growth, ROI, and brand impact.
• Experience leveraging AI and automation to enhance SEO efficiency, content optimisation, and insights.

This is what you'll get

Different benefits packages are tailored to fit each location, but here’s a taste of what may be on offer:

• Annual leave
• Pension plan
• Health insurance
• Company share scheme
• Volunteering days
• Home office allowance
• Wellness or Gym allowance

DNA / Values

At Bally’s Interactive, we are driven by a set of core values that we like to call our DNA. We strive to embody our DNA and keep them at the heart of everything we do!

We are Always Ready to embrace change, adapt, and do what it takes to delight our customers. We believe that You Make the Difference, which is what gives our players the best experience and keeps them coming back. We are All One Team, looking out for each other, respecting diversity while connecting through a common purpose. Our teams are Learning Every Day by showing constant curiosity and the drive to learn from successes, mistakes, new experiences, and the people around us. At Bally’s we Love to Lead by thinking differently, seeking innovation, and always looking for ways to raise our game.

Equal Opportunities

At Bally’s Interactive, we are committed to promoting equal opportunities in employment and working conditions.

Diversity, Equity and Inclusion are important to us, and we encourage a culture where everyone can be themselves at work. We believe passionately that employing a diverse workforce is central to our success, this is our superpower.

We do not discriminate against employees or job applicants on the basis of race, colour, nationality, ethnic or national origin, age, sex or sexual orientation, gender reassignment, religion or belief, marital or civil partner status, pregnancy or maternity, political opinion or disability.

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