Head of SEO & ASO

Gamesys US LLC; London; On-site; GBP 45,000 - 85,000; Full time

Job 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?

The Head of Search Engine Optimisation (SEO) and App Store Optimisation (ASO) is responsible for developing and executing a unified global SEO and ASO strategy, ensuring alignment with market and global strategic pillars. This role will lead efforts to enhance domain strategy, technical SEO, content production, and reporting, while collaborating with internal teams and external partners to drive sustainable organic growth.

This role will also oversee the SEO & ASO function, ensuring seamless collaboration between market teams, brand and creative, technology, and external agencies. This is a unique opportunity to shape the global SEO and ASO strategy for a high-impact organisation, working with cross-functional teams to drive best-in-class organic growth. You’ll play a pivotal role in leveraging AI, optimising technical SEO, and improving content strategies, all while collaborating with leading industry partners.

In addition, you’ll sit as part of the leadership team within our Global Marketing Services division and work closely with the VP Global Marketing Services and other Heads of to create a service-oriented function that delivers global solutions to our country commercial units.

So, what will you be doing?

Strategy & Vision

• Developing and implementing a global SEO & ASO strategy, aligned with business goals and market-specific needs.
• Defining and managing the domain strategy, ensuring SEO best practices across all digital platforms.
• Identifying growth opportunities through competitive analysis, keyword research, and algorithm trend monitoring.
• Establishing a roadmap for SEO AI integration, leveraging automation and machine learning for efficiency.
• Building and executing a backlink strategy to enhance domain authority and organic reach.
• Staying ahead of industry & algorithm trends and search engine algorithm updates, adjusting strategies accordingly.

Leadership

• Lead and line manage our team of SEO, ASO and content specialists to execute the strategy
• Develop the people within the team and foster a culture of continuous improvement
• Set high standards and drive strong performance within the team

Technical SEO & Platform Management

• Ensuring optimal website architecture, mobile optimisation, and site performance.
• Overseeing technical SEO implementations, including structured data, crawlability, and indexation.
• Managing platform integrations to improve organic search performance across multiple markets.

Content & Evergreen SEO

• Developing SEO content guidelines and collaborate with content teams to produce high-quality, search-optimised material.
• Conducting keyword research and competitor analysis to inform content strategy.
• Establishing best practices for evergreen content and ensure consistency across markets.

App Store Keyword Research and Optimization

• Conducting thorough keyword research to identify high-impact keywords and phrases.
• Optimising app titles, descriptions, and metadata to improve search rankings and visibility.

App Store Assets

• Managing the strategy for our app store creative assets, such as app icons, screenshots, and promotional videos, to enhance app store listings.
• Ensuring our ASO specialists collaborate with design teams to ensure visual assets align with brand guidelines and ASO best practices.

User Review and Feedback Management:

• Setting up processes to respond to user reviews and ratings in app stores, addressing concerns and leveraging positive feedback to enhance app reputation.
• Collaborating with product and customer support teams to address user feedback and improve app features.

Competitor Analysis:

• Conducting regular analysis of competitor apps to identify opportunities and threats in the app store landscape.
• Leveraging insights from competitor analysis to inform ASO strategies and differentiate the app.

SEO Reporting & Performance Tracking

• Defining and tracking SEO KPIs, ensuring visibility into performance across different business units.
• Leading SEO analytics and reporting, centralising insights and audit processes.
• Refining SEO measurement frameworks to drive improvements and demonstrate

Cross-Team Collaboration & Stakeholder Engagement

• Working closely with market teams, brand & creative, and technology departments to embed SEO best practices.
• Managing relationships with external agencies, ensuring efficiency and economies of scale.
• Establishing thought leadership partnerships with key industry players like Google.

And what do you need?

• Extensive experience in SEO and ASO, with a proven track record of driving organic growth in digital businesses.
• Deep knowledge of technical SEO, content strategy, backlinking, and platform management.
• Strong analytical skills with expertise in SEO analytics, KPIs, and centralised reporting.
• Experience managing multi-language SEO and global market strategies.
• Hands-on experience with AI-driven SEO tools and automation techniques.
• Excellent stakeholder management skills, with the ability to align teams and drive collaboration.
• Strong project management capabilities, including roadmap development and execution.
• Experience working with Google, SEO agencies, and industry thought leaders.
• Familiarity with SEO tools such as Google Search Console, SEMrush, Ahrefs, Screaming Frog, and others.
• Experience leading a successful SEO team

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
• Annual bonus
• 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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