At a Glance
- Tasks: Lead global web content strategy and optimise SEO for AI-driven platforms.
- Company: Join World Kinect, a leader in innovative digital solutions.
- Benefits: Competitive salary, diverse culture, and opportunities for professional growth.
- Other info: Be part of a transformative digital journey with global impact.
- Why this job: Shape the future of search and content in a dynamic, AI-first environment.
- Qualifications: Experience in SEO, content strategy, and strong analytical skills 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 Kinect
At World Kinect, we pride ourselves on fostering a dynamic and inclusive work environment where innovation and collaboration are at the forefront. As a Digital Content & Search Lead, you will have the opportunity to shape our global web content strategy and drive impactful SEO initiatives, all while benefiting from our commitment to employee growth and development. With a diverse team of around 5000 professionals, we offer a unique culture that encourages entrepreneurial thinking and provides the resources needed for you to thrive in your role.
StudySmarter Expert Advice🤫
We think this is how you could land Digital Content & Search Lead (AI, SEO & Web Strategy)
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for World Kinect and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like World Kinect are looking for.
✨Leverage Social Media
Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with World Kinect on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at World Kinect. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Digital Content & Search Lead (AI, SEO & Web Strategy)
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit World Kinect. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of World Kinect:Show us that you’ve done your homework! In your application, briefly mention what you admire about World Kinect’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at World Kinect
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at World Kinect will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At World Kinect, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
