Digital Content Lead, SEO, Web Strategy

World Kinect

Digital Content & Search Lead managing website content strategy and SEO strategies for World Kinect. Driving engagement and brand authority in an AI-driven digital landscape.

Posted 6/5/2026full-timeRemote • 🇬🇧 United KingdomSeniorWebsite

Tech Stack

Tools & technologies

DrupalSitecoreWordPress

About the role

Key responsibilities & impact

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
Define and execute SEO, AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization) strategies
Optimize 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, optimized structured content, and site performance
Design and execute a digital PR and off-site content strategy
Strengthen brand authority across: Third-party platforms, Industry publications, Partner ecosystems
Ensure consistent and credible brand representation beyond owned channels
Partner with development teams to improve site speed, scaling, 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
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, analyze trends, and deliver actionable insights to improve engagement and search visibility
Contribute to CMS enhancements, re-platforming initiatives, and digital roadmap prioritization

Requirements

What you’ll need

Experience leading SEO, content, location management, or web strategy in a global or enterprise environment
Strong understanding of: SEO and technical optimization
AI-driven search (AEO/GEO, AI Overviews, LLM-based discovery)
Success in regional search plays and location management
Content strategy and digital user experience
Experience 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 strategies
Strong stakeholder management skills, with the ability to influence across global teams.

Benefits

Comp & perks

Professional development opportunities

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills & Tools

SEOtechnical optimizationcontent strategydigital user experienceAEOGEOcontent governanceconversion optimizationsite performancemetadata

Soft Skills

stakeholder managementinfluencingtrainingguidanceanalytical skillscommunicationcollaborationleadershipstrategic thinkingproblem-solving