Own end-to-end website content strategy, including content architecture, structure, governance, publishing workflows, and regional SEO performance
Ensure content aligns with regional presence, brand voice, user journeys, accessibility standards, and business goals
Act as the point of contact for CMS governance, regional scaling, site maintenance, hosting coordination, user access, and content audits
Lead Search Strategy Across SEO & AI
Define and execute SEO, AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization) strategies
Optimize how World Fuel appears across search engines (Google, Bing), AI-driven platforms (e.g., ChatGPT, Gemini, Copilot), and regional search engines (e.g. Google Maps).
Drive on-site and technical SEO improvements, including metadata, schema, internal linking, optimised structured content, and site performance
Build External Brand Presence & Authority
Design and execute a digital PR and off-site content strategy
Ensure consistent and credible brand representation beyond owned channels
Drive Cross-Functional Alignment
Partner with development teams to improve site speed, scaling, mobile experience, and technical SEO implementation
Work with analytics, CRM, and paid media teams to align content with broader marketing strategies
Support A/B testing and conversion optimization initiatives
Governance, Enablement & Continuous Improvement
Establish and maintain content governance standards and SEO best practices across global teams
Provide training and guidance to marketing and content stakeholders on publishing, SEO, and content quality
Monitor performance, analyze trends, and deliver actionable insights to improve engagement and search visibility
Contribute to CMS enhancements, re-platforming initiatives, and digital roadmap prioritization
Requirements
Experience leading SEO, content, location management, or web strategy in a global or enterprise environment
Strong understanding of: SEO and technical optimization
AI-driven search (AEO/GEO, AI Overviews, LLM-based discovery)
Success in regional search plays and location management
Content strategy and digital user experience
Experience building or influencing brand presence beyond owned channels (digital PR, off-site SEO, partnerships)
Hands-on experience with CMS platforms (e.g., Drupal, WordPress, Sitecore, Optimizely) and location management tools e.g. Google Business or SEMrush.
Strong familiarity with SEO and analytics tools (e.g., SEMrush, HotJar, Ahrefs, Google Search Console, GA4)
Ability to translate complex data into clear insights and actionable strategies
Strong stakeholder management skills, with the ability to influence across global teams
Why This Role Matters
Shape how World Fuel is discovered in an AI-first search landscape
Own both owned and external digital presence , influencing global brand perception
Play a key role in a major digital transformation , including website evolution and search strategy
Opportunity to build and define a modern search and content ecosystem from the ground up
#WKC
#LI-TB1
World Fuel Services Europe, Ltd.
Additional Information
At World Kinect, our employees are the key to our global success. We are industry leaders due to the innumerable talents of our approximately 5000 strong professional team. Our people thrive in an entrepreneurial and culturally-diverse environment, where innovative thinking, collaboration and efficient execution are highly valued. Our high-performance culture is what allows us to drive sustained growth. Stronger together, we promote an environment where individuals can thrive.
This is a hands-on, strategic role for someone who can bridge marketing, content, and technical teams while translating evolving search and AI trends into tangible business impact.
Wfscorp · London Canary Wharf, Uk (remote)