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

Role brief

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 performanceEnsure content aligns with regional presence, brand voice, user journeys, accessibility standards, and business goalsAct as the point of contact for CMS governance, regional scaling, site maintenance, hosting coordination, user access, and content auditsLead Search Strategy Across SEO & AI Define and execute SEO, AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization) strategiesOptimize 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 performanceBuild External Brand Presence & Authority Design and execute a digital PR and off-site content strategyStrengthen brand authority across:Third-party platformsIndustry publicationsPartner ecosystemsEnsure consistent and credible brand representation beyond owned channelsDrive Cross-Functional Alignment Partner with development teams to improve site speed, scaling, mobile experience, and technical SEO implementationWork with analytics, CRM, and paid media teams to align content with broader marketing strategiesSupport A/B testing and conversion optimization initiativesGovernance, Enablement & Continuous Improvement Establish and maintain content governance standards and SEO best practices across global teamsProvide training and guidance to marketing and content stakeholders on publishing, SEO, and content qualityMonitor performance, analyze trends, and deliver actionable insights to improve engagement and search visibilityContribute to CMS enhancements, re-platforming initiatives, and digital roadmap prioritizationWhat We’re Looking For Experience leading SEO, content, location management, or web strategy in a global or enterprise environmentStrong understanding of:SEO and technical optimizationAI-driven search (AEO/GEO, AI Overviews, LLM-based discovery)Success in regional search plays and location managementContent strategy and digital user experienceExperience 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 strategiesStrong stakeholder management skills, with the ability to influence across global teamsWhy This Role Matters Shape how World Fuel is discovered in an AI-first search landscapeOwn both owned and external digital presence, influencing global brand perceptionPlay a key role in a major digital transformation, including website evolution and search strategyOpportunity 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.