World Kinect
Digital Content & Search Lead (AI, SEO & Web Strategy)
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Lead, SEO & AI Search (Individual Contributor)
Location: London, United Kingdom
About World Kinect
At World Kinect (World Fuel Services Europe, Ltd.), our team of 5,000+ professionals drives global success through innovation, collaboration, and execution. We foster a fast-paced, entrepreneurial, and culturally diverse environment where strong individual contributions scale with the business.
Shape the Future of Search and Digital Presence
We are seeking a **hands-on Lead, SEO & AI Search to define and build the digital presence (search & content) across emerging online landscapes. This high-impact role requires strategy + execution, influencing how World Fuel is discovered—from traditional search engines to AI platforms like Google, Bing, and ChatGPT.
The ideal candidate thrives in a fast-moving industry and is eager to influence search and content strategy as a Global Leader.
Key Responsibilities
1. Build & Execute a Global Digital & Content Strategy
- Own website and content strategy, including structure, governance, and SEO performance.
- Optimise content architecture for user journeys, accessibility, and regional relevance.
- Lead content audits, publishing workflows, and continuous site improvements.
2. Drive SEO & AI Search Innovation
- Shape SEO, AEO (Answer Engine Optimisation), and GEO (Generative Engine Optimisation).
- Enhance visibility across search engines and AI search platforms (Google, Bing, ChatGPT, etc.).
- Execute technical SEO (metadata, schema, internal linking) and on-page improvements.
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3. Expand External Digital Presence
- Develop and execute digital PR and off-site SEO strategies.
- Strengthen third-party and brand-authority efforts to influence AI-driven discovery.
4. Work Cross-Functionally for Impact
- Partner with development teams to implement technical SEO enhancements.
- Collaborate with analytics, CRM, and paid media teams for part alignment.
- Support data optimisation & testing to improve performance.
5. Establish Scalable Processes
- Build best practices and operating standards for SEO and content.
- Guide stakeholders on SEO fundamentals and content quality.
- Monitor performance and translate data into actionable insights.
What We’re Looking For
Experience
- SEO, content, or web strategy in a global/enterprise context.
- Exposure to on-site and off-site SEO as well as external digital channels.
- Experience with AI-driven search trends and evolving search behaviours.
Capabilities
- Strong SEO and technical optimisation skills.
- Understanding of emerging AI search trends (AEO, GEO).
- Ability to balance strategy and hands-on implementation.
- Strong analytical mindset with clear, data-driven reporting.
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Tools & Technical Skills
- Proficient with CMSs (Drupal, WordPress, Sitecore, etc.).
- Knowledge of SEO/audit tools (SEMrush, Ahrefs, Google Search Console, GA4).
- Hands-on experience testing and optimising in digital tools.
Stand-Out Qualities
- Experience scaling SEO/content processes in a growing function.
- Background in regulated, complex, or global industries.
- Digital PR, affiliate SEO, or brand-authority expertise.
- Agility and curiosity to navigate AI-driven change.
Why This Role Matters
- Shape World Fuel’s search presence in an AI-first landscape.
- Build a modern, global SEO/content strategy from the ground up.
- Work in a high-visibility, international business.
- Path to leadership in an evolving digital function.
Career Growth Opportunities
- Own search and content strategy at a global scale.
- Mentor teams and drive process improvements at an enterprise level.
- Contribute to emerging trends in AI search.
#WKC
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