At a Glance
- Tasks: Lead digital content strategy and optimise SEO for a global brand.
- Company: Join World Kinect, a leader in innovative energy solutions.
- Benefits: Competitive salary, diverse culture, and opportunities for growth.
- Other info: Be part of a dynamic team driving digital transformation.
- 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.
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.
What You’ll Do
- 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 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
What We’re Looking For
- 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
Digital Content & Search Lead (AI, SEO & Web Strategy) employer: World Fuel Services
At World Kinect, we pride ourselves on being an exceptional employer, fostering a high-performance culture that champions innovation and collaboration. Our diverse team of around 5000 professionals enjoys ample opportunities for personal and professional growth, supported by a dynamic work environment that values entrepreneurial spirit. Located in a vibrant setting, our employees benefit from a hands-on approach to digital transformation, making a tangible impact in the evolving landscape of AI and SEO.
StudySmarter Expert Advice🤫
We think this is how you could land Digital Content & Search Lead (AI, SEO & Web Strategy)
✨Tip Number 1
Network like a pro! Reach out to people in the industry, attend events, and connect on LinkedIn. We all know that sometimes it’s not just what you know, but who you know that can help you land that dream job.
✨Tip Number 2
Show off your skills! Create a portfolio or a personal website showcasing your work in SEO, content strategy, and digital marketing. This is your chance to shine and demonstrate how you can make an impact at World Kinect.
✨Tip Number 3
Prepare for interviews by researching the company and its culture. Understand their approach to AI and SEO, and think about how your experience aligns with their goals. We want to see your passion and how you can contribute to our high-performance culture!
✨Tip Number 4
Don’t forget to apply through our website! It’s the best way to ensure your application gets noticed. Plus, we love seeing candidates who take the initiative to engage directly with us.
We think you need these skills to ace Digital Content & Search Lead (AI, SEO & Web Strategy)
Some tips for your application 🫡
Tailor Your Application:Make sure to customise your CV and cover letter for the Digital Content & Search Lead role. Highlight your experience in SEO, content strategy, and any hands-on work with CMS platforms. We want to see how your skills align with our needs!
Showcase Your Achievements:Don’t just list your responsibilities; share specific achievements that demonstrate your impact in previous roles. Use metrics where possible to show how you’ve driven results in SEO or content strategy. We love numbers!
Be Authentic:Let your personality shine through in your application. We value innovative thinking and collaboration, so don’t hesitate to share your unique perspective on digital content and search strategies. Be yourself, we’re excited to meet you!
Apply Through Our Website:For the best chance of success, make sure to submit your application through our official website. This helps us keep everything organised and ensures your application gets the attention it deserves. We can’t wait to see what you bring to the table!
How to prepare for a job interview at World Fuel Services
✨Know Your SEO and AI Trends
Make sure you brush up on the latest trends in SEO and AI before your interview. Be ready to discuss how these trends can impact World Kinect's digital strategy. Showing that you’re up-to-date will demonstrate your passion and expertise in the field.
✨Showcase Your Content Strategy Skills
Prepare examples of successful content strategies you've implemented in the past. Highlight how you aligned content with business goals and user journeys. This will help illustrate your hands-on experience and strategic thinking, which are crucial for this role.
✨Demonstrate Cross-Functional Collaboration
Be ready to talk about your experience working with different teams, such as development, analytics, and marketing. Share specific instances where you successfully collaborated to achieve a common goal. This will show that you can bridge gaps between departments effectively.
✨Prepare Questions About Governance and Best Practices
Think of insightful questions regarding content governance and SEO best practices at World Kinect. This not only shows your interest in the role but also your understanding of the importance of maintaining high standards across global teams.
