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

Head of Web Strategy, SEO & AI Search

London, United Kingdom
World Fuel

Shape the Future of Search and Digital Presence

As the Digital Content & Search Lead, you will own how World Fuel shows up across both our global website and the broader digital ecosystem, including emerging AI driven search platforms. You will lead the strategy and execution across SEO, GEO and AEO, content governance, regional location management, and digital PR, ensuring the brand is visible, credible, and consistent across owned and third party channels.

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 such as Google and Bing, AI driven platforms such as ChatGPT, Gemini, and Copilot, and regional platforms such as Google Maps
• Drive on site and technical SEO improvements, including metadata, schema, internal linking, structured content, and site performance

Build External Brand Presence and 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 performance, scalability, 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 and 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, analyse trends, and deliver actionable insights to improve engagement and search visibility
• Contribute to CMS enhancements, re platforming initiatives, and digital roadmap prioritisation

What We’re Looking For

Experience

• Experience leading SEO, content, location management, or web strategy in a global or enterprise environment
• Experience building or influencing brand presence beyond owned channels, including digital PR, off site SEO, and partnerships

Expertise

• Strong understanding of SEO and technical optimisation
• Strong understanding of AI driven search, including AEO, GEO, AI Overviews, and LLM based discovery
• Proven experience in regional search strategies and location management
• Strong content strategy and digital user experience capability

Tools and Capability

• Hands on experience with CMS platforms such as Drupal, WordPress, Sitecore, or Optimizely, and tools such as Google Business or SEMrush
• Strong familiarity with SEO and analytics tools including SEMrush, Hotjar, Ahrefs, Google Search Console, and 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