Digital Content Lead, SEO, Web Strategy

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World Kinect

WebsiteLinkedInAll Job Openings

5001 - 10000 employees

⚡ Energy

🚗 Transport

Energy • Transport • Sustainability

World Kinect is a Fortune 100 leader in the global energy industry, providing energy solutions across the aviation, marine, and land transport sectors. The company focuses on delivering fuel and energy services efficiently worldwide, leveraging a robust and scalable distribution platform. World Kinect is committed to sustainability, investing in renewable energy sources and solutions to support decarbonization and energy efficiency. Its services include energy procurement, brokerage, supply, risk management, and various sustainability services such as renewable energy sourcing and emission trading schemes.

📋 Description

• 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

• 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

• Professional development opportunities