Dir SEO & Content

J  o  b    D  e  s  c  r  i  p  t  i  o  n

Job Profile Title:

Dir SEO & Content

Job Code:

12821

Business_Title

Dir SEO & Content

Profile Title:

12821 Dir SEO & Content

Grade / Band:

L3

FLSA Status:

Exempt

The Director of SEO & Content is responsible for developing and leading MGM Resorts' organic content ecosystem strategy, an integrated program spanning SEO, content marketing, social media, and PR – to drive organic traffic growth, engagement, and revenue. This position oversees the day-to-day execution of SEO and content initiatives, including content creation and optimization, while managing external agencies and contractors to ensure high-quality output. The Director will collaborate closely with cross-functional teams (MarTech, Analytics, Social Media, PR, Paid Media, etc.) to align efforts and integrate SEO best practices across all digital channels. With consumer travel research rapidly shifting toward AI-driven answers (e.g. voice search, chatbots), this leader will champion Answer Engine Optimization (AEO) optimizing content for emerging AI-powered search platforms, as a key differentiator to position MGM Resorts ahead of the competition in the new search landscape.

Leads the development and execution of an integrated SEO and content strategy that aligns with MGM’s long-term business goals and the evolving search landscape (including AI-driven search trends).

Oversees the planning, creation, and optimization of high-quality, consumer-centric content (e.g. blogs, articles, guides, FAQs), scaling output to support program goals while maintaining editorial excellence and SEO best practices. This includes working with the MarTech team ensure proper page web page structure.

Manages external SEO/content agencies and contractors, setting performance objectives, overseeing their work, and ensuring deliverables meet MGM’s standards and timelines.

Partners with the Analytics team to define KPIs for organic performance, monitor SEO and content metrics (rankings, traffic, conversion, ROI), and glean insights. Help create data pipelines for appropriate information to flow into needed reporting. Uses data to refine strategies and report on program impact to stakeholders, ensuring continuous improvement.

Collaborates with PR, Social Media, Paid Media, MarTech, and Web Development teams to ensure SEO and content efforts are integrated into broader marketing initiatives. Aligns content planning through a joint editorial calendar and amplifies content via social channels and PR, leveraging cross-department insights to maximize reach.

Identifies and advocates for technical SEO improvements in partnership with MarTech/IT (e.g. site architecture improvements, schema markup, page speed optimization, server-side rendering) to enhance site crawlability and performance. Ensures the website is continuously optimized for search engine algorithms and user experience.

Drives AEO initiatives by optimizing content for featured snippets, voice search queries, and AI-powered answer engines. Stays at the forefront of AI/voice search developments to ensure MGM content is poised to appear in zero-click answers and AI-generated responses, capturing early-stage travelers in search of information.

Implements a content governance framework including a unified content calendar, style guides, and an ongoing review/update process – to keep content fresh, accurate, and on-brand. Develops processes (and tools) for regular content audits and updates, leveraging automation or AI-driven tools to catch issues and opportunities for improvement in real time.

Leverages emerging technologies such as AI-assisted writing tools and automation (with appropriate human oversight) to increase content production efficiency without sacrificing quality. Pilots new content formats or platforms (e.g. conversational content for voice assistants) to continuously innovate the content ecosystem.

Monitors search engine algorithm updates, content marketing trends, and competitor SEO strategies (especially within the travel/hospitality sector). Proactively tests and adapts strategies to keep MGM’s organic content approach cutting-edge and competitive.

Own the Local SEO strategy, optimizing location visibility and listings while partnering with internal teams and managing key platform tools to ensure accuracy and performance across all properties.

Performs other job-related duties as requested

Proof of eligibility to work in the United States

Bachelor's Degree

Marketing, Communications, Business, or a related field

Preferred

7+ Years of Prior Relevant Experience

SEO, content marketing, or digital marketing, with a proven track record of developing and executing successful SEO strategies and content programs.

Required

2+ Years of Prior Relevant Experience

In a leadership role managing teams or significant projects. Experience managing external agencies or contractors in a marketing/SEO capacity

Required

Proficient in using SEO and web analytics tools (e.g. Adobe Analytics, Google Search Console, SEMrush, Profound, Waikay, Writesonic, Quattr, etc.) to analyze performance data and drive decision-making. Demonstrated ability to interpret data to inform content strategy and ROI measurement.

Required

Experience coordinating complex projects and cross-functional initiatives, ensuring timely delivery of results. Strong organizational skills and the ability to manage multiple priorities in a fast-paced environment.

Required

priorities in a fast-paced environment.

Required

Excellent verbal and written communication skills. Able to clearly articulate SEO concepts and content performance insights to both technical and non-technical stakeholders, including senior leadership.

Required

Background in the travel, hospitality, or entertainment industry, with insight into travel consumer behavior and trends, is highly preferred.

Preferred

Familiarity with AI-driven search trends, voice search optimization, and emerging digital content technologies (experience with Answer Engine Optimization is a plus).

Preferred

Proven success in scaling SEO or content initiatives that resulted in significant organic traffic growth or industry recognition (e.g. case studies, awards) is desirable.

Preferred

Master’s degree in a relevant field is a plus. Professional certifications in SEO or digital marketing (e.g. Google Analytics IQ, SEO certification courses).

Preferred

Bilingual skills (e.g. Spanish/English) are a plus, given the global audience of the Las Vegas hospitality market.

Preferred

Deep understanding of SEO best practices (technical, on-page, off-page) and content marketing strategies, with the ability to set vision and translate it into actionable plans.

Strong leadership skills with ability to mentor and inspire a team (including agency partners). Exceptional collaboration skills to work effectively with cross-functional teams and build consensus in a matrixed organization.

Highly analytical mindset; comfortable working with data to derive insights and guide decision-making. Adept at using data to justify investments and demonstrate results (e.g. organic traffic growth, conversion improvements).

Outstanding communication and presentation skills. Able to influence at all levels of the organization and serve as an advocate for SEO and content initiatives. Persuasive in championing new ideas and educating others on SEO/AEO importance.

Solid understanding of website technologies (HTML, CSS, Javascript, CMS platforms) and how site changes impact SEO. Familiar with web development processes to effectively partner with technical teams on SEO requirements.

Stays up-to-date with the rapidly changing digital landscape, including search engine algorithm updates, consumer search behavior shifts, and new content platforms. Embraces continuous learning and innovation, especially in areas like AI integration and automation in marketing.

Excellent project management skills, with meticulous attention to detail and the ability to manage multiple projects/deadlines. Uses tools and processes (e.g. content calendars, project management software) to keep teams aligned and projects on track.

Strong business acumen with understanding of how organic content drives broader business goals. Able to balance creative content ideas with performance and ROI considerations to ensure efforts deliver value.

A genuine passion for content creation, storytelling, and the role of search in the customer journey. Energy and enthusiasm for building a best-in-class content ecosystem that sets MGM Resorts apart in the marketplace.

Balancing

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Bending

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Carrying 10 pounds

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Clear speech - simple

X

Clear speech - complex

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Climbing

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Distant vision

X

Driving

X

Flexibility - upper body

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Flexibility - lower body

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Hearing/Listening

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Kneeling

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Lifting 10 pounds

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Near vision

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Normal vision

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Pushing/Pulling

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Reaching

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Sitting

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Standing

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Typing

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Walking

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Communication - verbal

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Communication - written

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Confined area

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Contacts - works alone

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Contacts - works around others

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Contacts - works with others

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Exposure to dust / dirt

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Exposure to fumes / odors

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Extreme cold

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Extreme heat

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Fast pace

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Hazardous conditions - chemicals

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Hazardous conditions - high structures

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Hazardous conditions - high voltage

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Indoors

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Noise levels - low to moderate

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Noise levels - high

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Office conditions

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Outdoors

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Restricted area

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Shifts

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Smoke

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Travel

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Wet/Humid

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Analytical

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Clerical

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Comprehension

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Crisis incidents

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Customer service

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Decision making

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High pressure

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Judgment

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Long hours

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Math skills - advance

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Math skills - basic

X

Organization

X

Reading - simple

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Reading - complex

X

Repetition

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Tight deadlines

X

Writing - simple

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Writing - complex

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