AI & Search Content Architect — Hybrid

UPM - The Biofore Company; Wrocław; Hybrid; PLN 120,000 - 180,000; Full time

Benefits offered by this job

Hybrid work model

Global company

Career development

Job summary

UPM is seeking a Senior Content Specialist focused on AI and Search to enable content teams with research methods, journey design, channel frameworks, and AI-ready infrastructure. You will collaborate with business areas to ensure content is customer-centric and discoverable by AI.

You will act as a primary user of BrightEdge and Claude AI across the organization, shaping content and channel strategies and contributing to ongoing website renewal and governance.

Qualifications

• Several years of experience in digital content strategy or content design in a B2B environment.
• Ability to design content journeys and information architectures across digital channels.
• Experience applying structured research methods to understand customer needs and translate to content decisions.
• Familiarity with structured data and schema markup for AI visibility.
• Working with generative AI tools and optimizing content for AI retrieval.
• Understanding of enterprise SEO/GEO and content intelligence platforms.

Responsibilities

• Define and enable structured research frameworks for B2B customer needs and content journeys.
• Develop and maintain a digital content framework for AI read of citations across channels.
• Define customer problems UPM should own in AI answers.
• Act as primary user of BrightEdge for SEO reporting and insights.
• Lead AI tooling usage (Claude) across UPM MSC function.
• Scope authoritative pillar pages with BA and Group content teams for AI discoverability.
• Contribute to website renewal by defining content structures, hierarchies, and user flows.
• Serve as the AI and search visibility lead across business areas and run cross-functional workshops.

Skills

Digital content strategy

Content design

Structured research methods

Schema markup

AI tools (Claude, ChatGPT, Gemini)

SEO/GEO / content intelligence

Agile project planning

English fluency

Tools

BrightEdge

SEMrush

Jira

Job description

UPM is seeking a Senior Content Specialist focused on AI and Search to enable content teams with research methods, journey design, channel frameworks, and AI-ready infrastructure. You will collaborate with business areas to ensure content is customer-centric and discoverable by AI.

You will act as a primary user of BrightEdge and Claude AI across the organization, shaping content and channel strategies and contributing to ongoing website renewal and governance.