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: 5 Jul 2026
Apply before: 5 Aug 2026
Experience level: Senior
Views / Applies: 134 / 7

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

Oil & Energy
1984

AI Summary

World Kinect is seeking a Digital Content & Search Lead to shape search and digital presence across traditional and AI-driven platforms. This individual contributor role blends strategy and execution in SEO, AEO, and GEO, focusing on content strategy, technical optimization, and cross-functional collaboration. The position requires experience in global SEO, content strategy, and familiarity with AI search trends. Based in London, the role offers a path toward broader leadership as the function grows.

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 balancing strategic planning and hands-on execution while adapting to rapidly evolving AI search algorithms, which demands a high level of expertise and adaptability.

Salary Analysis

AI Insight The salary information is not provided. Based on US market data for a senior digital content and search lead role with AI focus, the estimated median salary is $120,000, which is competitive for the required expertise.

Core Skills Required

SEO Content Strategy Technical SEO AI Search AEO GEO Drupal WordPress Schema Markup Digital PR

Cover Letter Sample

Dear Hiring Manager,

I am excited to apply for the Digital Content & Search Lead position at World Kinect. With extensive experience in SEO, content strategy, and AI-driven search, I have successfully led initiatives that improved organic visibility and engagement for global enterprises. My hands-on approach to technical optimization and cross-functional collaboration aligns perfectly with the needs of this role.

I have a strong track record of implementing scalable processes and leveraging emerging AI tools to enhance search performance. I am particularly drawn to the opportunity to shape both traditional and AI search strategies at World Kinect, and I am confident I can drive impactful results while helping build a world-class digital presence.

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

Sincerely,
[Your Name]

Sample Interview Questions

How do you approach optimizing content for both traditional search engines and AI-driven platforms like ChatGPT?

I focus on creating high-quality, authoritative content with clear structure and semantic relevance. For AI platforms, I ensure content is concise, answers common queries directly, and uses structured data to enhance understanding. I also monitor how AI models index and present content, adjusting strategy accordingly.

Describe a time you had to balance strategic planning with hands-on execution. How did you manage?

In my previous role, I developed a global SEO strategy while also conducting technical audits and implementing fixes. I prioritized by dividing time: 60% strategic (roadmaps, stakeholder alignment) and 40% execution (tool work, content optimization). This approach ensured both long-term vision and immediate improvements.

What experience do you have with AEO and GEO? How are they different from traditional SEO?

AEO focuses on providing direct answers to user questions, often targeting featured snippets and voice search. GEO aims to optimize for generative AI outputs by ensuring content is comprehensive and structured. Unlike traditional SEO which targets ranking, AEO and GEO prioritize visibility in AI-generated summaries. I have implemented both by using FAQ schemas and creating in-depth guides.

How would you measure the success of a search and content strategy in a global enterprise?

I use KPIs such as organic traffic growth, keyword rankings, conversion rates, and visibility in AI-generated responses. Additionally, I track content engagement metrics and stakeholder satisfaction. Regular reporting and A/B testing help refine strategies based on data-driven insights.

Can you explain how you would collaborate with development teams to implement technical SEO changes?

I would establish a clear prioritization framework, create detailed documentation for each change, and hold regular syncs with developers. I use tools like Jira to track progress and provide test cases to ensure changes are implemented correctly. Communication is key to aligning technical constraints with SEO goals.

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.

Lead, SEO & AI Search (Individual Contributor)

Location: London, United Kingdom

Shape the Future of Search and Digital Presence

World Fuel is seeking a hands-on Lead, SEO & AI Search to help define and build how we show up across search and the broader digital ecosystem.

This is a high-impact individual contributor role at the intersection of SEO, AI-driven search, content strategy, and digital presence. You will play a key role in evolving how the business is discovered across traditional search engines and emerging AI platforms, while helping build scalable processes and capabilities across a global organization.

This is an ideal opportunity for someone looking to take the next step in their career, combining strategy and execution, with a path toward broader leadership as the function grows.

About the Role

This role combines strategy with hands-on execution. You will be responsible for shaping search and content direction while also working directly in tools, implementing improvements, and building processes across teams.

The position requires someone who is comfortable operating in a fast-changing environment, particularly as AI continues to reshape how users discover and engage with content.

What You’ll Do

Build and Execute Global Web and Content Strategy

Lead and execute website content strategy, including structure, governance, and SEO performance
Optimize content architecture to support user journeys, accessibility, and regional presence
Partner with teams on content audits, publishing workflows, and ongoing site improvements

Drive SEO and AI Search Strategy

Define and implement SEO, AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization) approaches
Improve visibility across search engines and AI platforms such as Google, Bing, ChatGPT, and others
Execute on technical and on-page SEO improvements including metadata, schema, internal linking, and site performance

Expand External Digital Presence and Authority

Support development and execution of digital PR and off-site SEO initiatives
Help build brand presence across third-party platforms, partners, and industry channels
Strengthen how the business is represented across external ecosystems influencing AI search

Work Cross-Functionally to Deliver Impact

Partner with development teams on technical SEO and site enhancements
Collaborate with analytics, CRM, and paid media teams to align content and search strategies
Support testing, optimization, and continuous improvement initiatives

Establish Processes and Drive Continuous Improvement

Help build scalable processes, standards, and best practices for SEO and content
Provide guidance to stakeholders on publishing, SEO fundamentals, and content quality
Monitor performance and translate data into actionable insights

What We’re Looking For

Experience

Experience in SEO, content strategy, or web strategy within a global or enterprise environment
Experience working across both owned and external digital channels (on-site and off-site SEO)
Exposure to AI-driven search trends and evolving search behaviors

Capabilities

Strong understanding of SEO fundamentals and technical optimization
Understanding of emerging AI search concepts (AEO, GEO, AI-driven discovery)
Ability to balance strategy and hands-on execution
Strong analytical skills with the ability to turn data into clear recommendations
Experience working cross-functionally and influencing stakeholders

Tools & Technical Skills

Experience working with CMS platforms such as Drupal, WordPress, Sitecore, or similar
Familiarity with SEO and analytics tools such as SEMrush, Ahrefs, Google Search Console, and GA4
Comfortable working directly in tools to implement and optimize performance

What Will Set You Apart

Experience building or scaling SEO or content processes in a growing organization
Exposure to regulated, complex, or global industries
Experience with digital PR, off-site SEO, or brand authority building
Curiosity and adaptability in a rapidly evolving AI-driven search landscape

Why This Role Matters

Play a key role in shaping how World Fuel is discovered in an AI-first search environment
Build and influence a modern global search and content strategy from the ground up
Work across a broad, international business with high visibility
Opportunity to grow into a more strategic leadership role as the function evolves

#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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