Digital Content & Search Lead; AI, SEO & Web Strategy

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.

• 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.

• 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.

• 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.

• 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 optimisation initiatives.

• 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, analyse trends, and deliver actionable insights to improve engagement and search visibility.
• Contribute to CMS enhancements, re‑platforming initiatives, and digital roadmap prioritisation.

• 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.

• Experience leading SEO, content, location management, or web strategy in a global or enterprise environment.
• Strong understanding of:
  • SEO and technical optimisation.
  • AI‑driven search (AEO/GEO, AI overviews, LLM‑based discovery).
  • Success in regional search plays and location management.
  • Content strategy and digital user experience.
  • Building or influencing brand presence beyond owned channels (digital PR, off‑site SEO, partnerships).
• Hands‑on experience with CMS platforms (e.g., Drupal, Word Press, Sitecore, Optimizely) and location management tools (e.g., Google Business or SEMrush).
• Strong familiarity with SEO and analytics tools (e.g., SEMrush, Hot Jar, 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.

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World Fuel Services Europe, Ltd.