Digital Content & Search Lead (AI, SEO & Web Strategy)

Remote from: UK
Annual salary: Undisclosed
Salary information is not provided for this position. Check our Salary Directory to estimate the average compensation for similar roles.
Department: SEO
Employment type: Full Time,
Job posted: 7 Jun 2026
Apply before: 7 Jul 2026
Experience level: Senior
Views / Applies: 21 / 5

Delivering liquid fuels, operational services, technology, renewable energy, and sustainability solutions worldwide.

Oil & Energy
1984

AI Summary

World Kinect seeks a Digital Content & Search Lead to bridge marketing, content, and technical teams, driving search strategy and web content experience. The role involves owning global web content governance, leading SEO and AI-driven search strategies (including AEO and GEO), and building brand authority through digital PR and partnerships. The ideal candidate has experience in enterprise-level SEO, content strategy, and CMS management, with strong analytical and stakeholder management skills. This position is pivotal in shaping how World Fuel appears in an AI-first search landscape and supporting a major digital transformation.

Role DNA

Job Complexity

Easy Hard

Pace & Pressure

Relaxed Fast-paced

Autonomy Level

Guided Full Ownership

Communication Load

Independent Highly Collaborative

AI Insight The role requires expertise across multiple domains (SEO, AI search, content strategy, CMS, analytics) and stakeholder management, making it complex and demanding.

Salary Analysis

AI Insight The offered salary is not specified, but based on market rates for a senior Digital Content & Search Lead role in the US, the median is around $125,000. This is competitive for the level of expertise required.

Key Skills

SEO AI Search Content Strategy Web Strategy CMS Digital Marketing Analytics Stakeholder Management Technical SEO Digital PR

Cover Letter Sample

Dear Hiring Team,

I am writing to express my strong interest in the Digital Content & Search Lead role at World Kinect. With over 8 years of experience in SEO, content strategy, and digital transformation, I have successfully led global web initiatives that improved search visibility and user engagement. My expertise in AI-driven search (AEO/GEO) and technical SEO aligns perfectly with your need to optimize across evolving platforms.

In my previous role at [Company], I owned end-to-end content strategy for a multinational brand, driving a 40% increase in organic traffic through structured data and targeted content governance. I am adept at bridging cross-functional teams and translating complex data into actionable strategies. I am excited about the opportunity to shape World Fuel’s digital presence in an AI-first landscape.

Thank you for considering my application. I look forward to discussing how my skills can contribute to your digital transformation.

Sincerely,
[Your Name]

Possible Interview Questions

Can you describe your experience with AI-driven search strategies like AEO and GEO?

I have implemented AEO by optimizing content for featured snippets and voice search, using structured data to answer user queries directly. For GEO, I focused on ensuring content appears in AI-generated summaries from platforms like ChatGPT, by creating authoritative, well-structured content and leveraging off-site signals.

How would you approach content governance for a global organization with multiple regions?

I would start by establishing a central content framework with clear guidelines on tone, formatting, and SEO best practices. Then, I'd work with regional teams to adapt for local markets, using a CMS with role-based access and workflows to maintain consistency while allowing flexibility. Regular content audits and training sessions would ensure adherence.

Describe a time you improved search performance through technical SEO and collaboration with development teams. How did you prioritize changes?

At my last job, I identified site speed and mobile experience as key issues. I collaborated with developers to implement lazy loading, image compression, and AMP pages. I prioritized based on impact on Core Web Vitals and search rankings, using data from Google Search Console. This led to a 20% increase in organic traffic within 3 months.

How do you measure the success of a content strategy across owned and external channels?

I use a mix of KPIs: organic traffic and keyword rankings for SEO, engagement metrics like time on page and bounce rate for content quality, and backlinks and referral traffic for off-site efforts. I also track brand mentions and share of voice. Regular reporting and A/B testing help refine the strategy.

How would you handle a situation where stakeholder priorities conflict with SEO best practices?

I would engage stakeholders in a data-driven discussion, showing how SEO aligns with their goals (e.g., increased visibility leads to more leads). I'd also look for compromises, like testing their idea while running an SEO-friendly version, and present results to guide decisions. Building trust through wins is key.

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
- 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

#WKC

#LI-TB1

Please note that by submitting an employment application you consent to World Fuel Services processing your information for this role and potentially for future employment opportunities, in accordance with applicable laws. To learn more about how we protect and/or process personal information, please visit the WFS Privacy Center at: https://www.wfscorp.com/en/privacy-center.

World Fuel Services Europe, Ltd.

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