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

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Overview This position at World Fuel Services is titled Digital Content & Search Lead (AI, SEO & Web Strategy). The company places great emphasis on the talents of its employees, believing they are integral to its global success. With a workforce of around 5000 professionals, World Fuel Services thrives in a diverse and entrepreneurial environment that fosters innovation, collaboration, and effective execution, driving sustained growth in a high-performance culture. The Digital Content & Search Lead will occupy a hands-on strategic role, primarily focused on merging insights from marketing, content, and technical teams. This role is essential in translating evolving trends in search and AI into concrete business outcomes. Key Responsibilities The Digital Content & Search Lead will manage several critical areas of the company's online strategy, summarised as follows: 1. Ownership of Global Web Content Experience This includes managing the end-to-end website content strategy. Responsibilities will range from content architecture and structure to governance and publishing workflows, while ensuring alignment with regional needs, brand voice, user journeys, and compliance with accessibility standards. 2. Leadership in Search Strategy Across SEO & AI The candidate will be required to define and execute strategies for SEO, AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization). Key tasks also include optimizing how World Fuel Services appears on search engines (like Google and Bing) and AI-driven platforms (such as ChatGPT). The role demands a focus on enhancing on-site and technical elements of SEO. 3. External Brand Presence and Authority Building The Lead will design and implement digital PR strategies and off-site content initiatives to enhance the brand's authority across various platforms, including partnerships and industry publications. 4. Cross-Functional Alignment Collaboration is key; the Lead must team up with development teams to improve aspects like site speed, mobile experience, and technical SEO. Additionally, work with analytics and paid media teams is essential to harmonize content with broader marketing strategies. 5. Governance, Enablement, and Continuous Improvement Establishing content governance standards and best practices for SEO across global teams is vital. The Lead is expected to provide continuous training and support to stakeholders regarding publishing and content quality, as well as monitor performance metrics and trends for actionable insights. Required Skills and Qualifications Successful candidates for this role will possess a blend of relevant experience and skills: Significant experience in leading SEO, content management, or web strategy in a global context. In-depth understanding of SEO, technical optimization, and AI-driven search dynamics. Knowledge in regional search practices and content strategy is crucial. Proven ability to influence brand presence beyond the company's owned channels through strategies like digital PR and off-site SEO. Hands-on experience with various CMS platforms (like Drupal, WordPress, Sitecore, or Optimizely) and tools for location management (e.g., Google Business, SEMrush). Familiarity with SEO and analytics tools such as SEMrush, HotJar, Ahrefs, Google Search Console, and GA4. Demonstrable capability to convert complex data into straightforward insights and operational strategies. Strong stakeholder management skills are crucial as this role requires the ability to influence diverse teams across a global structure. Why This Role Matters This role plays a vital part in shaping how World Fuel Services is discovered in an increasingly AI-first search landscape. The candidate will not only manage owned digital content but also make substantial contributions to the brand's external perception. The position is an exciting opportunity to engage in a substantial digital transformation, being part of an initiative that includes overhauling the company's website and improving its search methodologies. The role provides an avenue to create and develop a modern search and content ecosystem from the ground up. Salary and Benefits While specific salary details have not been disclosed in the provided summary, it is essential for candidates to inquire about compensation and benefits during the interview process. World Fuel Services is known for valuing their employees and likely offers competitive salaries along with fulfilling benefits packages. Location The job is based in the UK, which likely means that candidates should be prepared to work in accordance with the local time zone or any regional specificities that may affect workflow. Conclusion The position of Digital Content & Search Lead at World Fuel Services represents an exciting opportunity for professionals experienced in content strategy, SEO, and digital marketing to significantly impact an industry leader's operations and digital future. Interested applicants should prepare to demonstrate their expertise and vision for managing a compelling web strategy that aligns with global business objectives.