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

About the Role

This is a high-impact, individual contributor role at the intersection of SEO, AI-driven search, content strategy, and digital presence. You will be responsible for defining and building how World Fuel shows up across search and the broader digital ecosystem. The position requires a blend of strategy and hands-on execution, with the ability to operate effectively in a fast-changing environment as AI continues to reshape user discovery and engagement.

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 the 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.