At a Glance
- Tasks: Lead digital content strategy and optimise SEO for a global brand.
- Company: Join World Fuel Services, a leader in digital transformation.
- Benefits: Competitive salary, flexible working, and opportunities for professional growth.
- Other info: Collaborative environment with a focus on innovation and continuous improvement.
- Why this job: Shape the future of search and content in an AI-driven landscape.
- Qualifications: Experience in SEO, content strategy, and web management required.
The predicted salary is between 60000 - 80000 £ per year.
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 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, and 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 optimisation 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, analyse trends, and deliver actionable insights to improve engagement and search visibility.
- Contribute to CMS enhancements, re-platforming initiatives, and digital roadmap prioritisation.
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.
Qualifications
- 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, 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.
Digital Content & Search Lead (AI, SEO & Web Strategy employer: World Fuel Services Corporation
World Fuel Services is an exceptional employer that fosters a dynamic and innovative work culture, particularly for the Digital Content & Search Lead role. With a strong emphasis on employee growth and development, team members are encouraged to explore new ideas and strategies in a collaborative environment. Located in a vibrant region, employees benefit from a supportive atmosphere that values creativity and offers unique opportunities to shape the future of digital content and search strategy.
Contact Details:
World Fuel Services Corporation Recruitment Team
