Senior Content Specialist, AI and Search

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We are looking for an experienced Senior Content Specialist, AI and Search to support in shaping how UPM's customers find, navigate, and experience content across our digital channels - and how that content performs in search engines and AI-powered tools. The team is located in UPM Business Hub Poland in Wroclaw.

This role does not write or produce content. Content creation sits with the business areas. You are an enabler. You equip the teams with the research methods, content journey design, channel frameworks, and AI infrastructure they need to make their content customer-centric, personalized, and discoverable by AI.

Greetings from your future manager

"AI is fundamentally changing how customers search for information and how brands earn visibility. At UPM, we're looking for someone who is excited to help shape this transformation. If you are passionate about the future of AI Search and enjoy turning customer insights into discoverable, AI-ready experiences that help people find the right information at the right moment, I'd be excited to welcome you to the team."

- Katarzyna Nowak, Team Leader, Digital Marketing Enablement

• Define and enable structured research frameworks that support UPM business areas in building and maintaining an understanding of B2B customer needs and pain points, using these insights as the foundation for content journey design and channel planning (based on requests from UPM group and businesses and their content plans and strategies)
• Develop and maintain a digital content framework that maps the public channels AI systems read for citations - UPM's group and business area websites, Linked In articles and newsletters, industry publications, media pitches and press releases, and emerging channels - so content teams know how UPM should show up on each
• Help define the customer problems UPM should systematically own in AI answers
• Act as UPM's primary user of Bright Edge - analyzing SEO and GEO performance, generating reports, and turning the data into actionable input for the content and channel strategies owned by Group and BA teams
• Act as the power user of Claude AI tool across UPM MSC function - building reusable work spaces and instructions that encode business area products and customer problems
• Support the CMS Platform Specialist in scoping authoritative pillar pages: working with BA and Group content teams to capture the customer problems and Q&A content each page should hold, structuring it for AI discoverability, and specifying schema markup requirements so AI tools can interpret and reference the content
• Contribute to website renewal and development projects by defining content structures, page hierarchies, and user flows that serve customer needs and discoverability. Act as the AI and search visibility lead across business areas, including:
  • Running regular action groups with business area marketing teams to align on AI and search priorities and drive the work forward across the BAs.
  • Facilitating workshops on content journey design, search visibility, AI discoverability, and channel strategy
• Provide channel direction and AI-readiness guidance to the content teams and the CMS Platform Specialist

• You have several years of experience in digital content strategy or content design in a B2B environment
• You possess proven ability to design content journeys and information architectures that serve user needs across digital channels
• You have experience applying structured research methods to build understanding of customer needs and pain points and translate these into content and journey decisions
• You are familiar with structured data and schema markup as it relates to search and AI visibility
• You have working fluency with generative AI tools (Claude, ChatGPT, Gemini or equivalent) and a clear point of view on how to optimise content for AI citation and retrieval
• You possess good understanding on enterprise SEO/GEO or content intelligence platform, such as Bright Edge, SEMrush, or equivalent
• You have experience contributing to website renewal or redesign projects from a content and user experience perspective
• You communicate clearly and convincingly with senior stakeholders and decision-makers, including presenting strategy and performance to management
• You have proven ability to facilitate workshops and run structured cross-functional collaboration with marketing teams across busine