Digital Content & Search Lead (AI, SEO & Web Strategy)

Responsibilities

• Own the Global Web Content Experience
• 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
• Strengthen brand authority across:
• Third-party platforms
• Industry publications
• Partner ecosystems
• 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.

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