Senior Content Specialist, AI and Search

Our requirements

• You have several years of experience in digital content strategy or content design in a B2B environment
• You possess proven ability to design content journeys and information architectures that serve user needs across digital channels
• You have experience applying structured research methods to build understanding of customer needs and pain points and translate these into content and journey decisions
• You are familiar with structured data and schema markup as it relates to search and AI visibility
• You have working fluency with generative AI tools (Claude, ChatGPT, Gemini or equivalent) and a clear point of view on how to optimise content for AI citation and retrieval
• You possess good understanding on enterprise SEO/GEO or content intelligence platform, such as BrightEdge, SEMrush, or equivalent
• You have experience contributing to website renewal or redesign projects from a content and user experience perspective
• You communicate clearly and convincingly with senior stakeholders and decision-makers, including presenting strategy and performance to management
• You have proven ability to facilitate workshops and run structured cross-functional collaboration with marketing teams across business areas
• You are proficient in agile project planning and task management using a modern project management tool such as Jira or equivalent
• You have very good command of English, both written and spoken

Your responsibilities

• Define and enable structured research frameworks that support UPM business areas in building and maintaining an understanding of B2B customer needs and pain points, using these insights as the foundation for content journey design and channel planning (based on requests from UPM group and businesses and their content plans and strategies)
• Develop and maintain a digital content framework that maps the public channels AI systems read for citations — UPM's group and business area websites, LinkedIn articles and newsletters, industry publications, media pitches and press releases, and emerging channels — so content teams know how UPM should show up on each
• Help define the customer problems UPM should systematically own in AI answers
• Act as UPM's primary user of BrightEdge — analyzing SEO and GEO performance, generating reports, and turning the data into actionable input for the content and channel strategies owned by Group and BA teams
• Act as the power user of Claude AI tool across UPM MSC function — building reusable workspaces and instructions that encode business area products and customer problems
• Support the CMS Platform Specialist in scoping authoritative pillar pages: working with BA and Group content teams to capture the customer problems and Q&A content each page should hold, structuring it for AI discoverability, and specifying schema markup requirements so AI tools can interpret and reference the content
• Contribute to website renewal and development projects by defining content structures, page hierarchies, and user flows that serve customer needs and discoverability. Act as the AI and search visibility lead across business areas, including:
• Running regular action groups with business area marketing teams to align on AI and search priorities and drive the work forward across the BAs.
• Facilitating workshops on content journey design, search visibility, AI discoverability, and channel strategy
• Provide channel direction and AI-readiness guidance to the content teams and the CMS Platform Specialist

About the project

This is how we organize our work

This is how we work on a project

• documentation
• issue tracking tools

Greetings from your future manager

Additional information about the position

Additional information

What we offer

• A meaningful job: We have an inspiring purpose “We renew the everyday for a future beyond fossils”. Our work is impactful and transformative.
• A caring community: Our community is built on great team spirit and shared commitment. We care about each other and the well-being of our colleagues. We support the work-life balance of all our employees.
• Development opportunities: We offer you great opportunities to learn and grow throughout your career. We are an international, multi-business organization offering plenty of avenues for personal growth.
• Responsible employer: Sustainability is at the core of everything we do. We are committed to ambitious, science-based sustainability targets in all areas, from climate change mitigation to enhancing biodiversity. We foster diversity and inclusivity, offering a work environment in which everyone can be themselves.

Benefits

• sharing the costs of sports activities
• private medical care
• sharing the costs of professional training & courses
• life insurance
• integration events
• hybrid work opportunities
• holiday bonus

UPM Kymmene Sp. z o.o.