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.

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

#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.

World Fuel Services

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