AI & Search Content Strategist

Upm China; Wrocław; Hybrid; PLN 120,000 - 180,000; Full time

Benefits offered by this job

Meaningful work

Caring community

Growth opportunities

Sustainability focus

Job summary

UPM’s Team Leader, Digital Marketing Enablement, is seeking a Senior Content Specialist to shape how customers find, navigate, and experience content across digital channels. You will enable content teams with research, journey design, and AI readiness to improve discoverability and performance.

In this hybrid role based in Wroclaw, you will drive AI-powered content strategies, use BrightEdge and Claude AI tools, and collaborate with business areas to deliver customer-centric experiences that

Qualifications

• Several years of experience in digital content strategy in a B2B environment.
• Ability to design content journeys and information architectures that serve user needs.
• Experience applying structured research methods to build understanding of customer needs and translate into content decisions.
• Familiar with structured data and schema markup as it relates to search and AI visibility.
• Very good command of English, both written and spoken.

Responsibilities

• Define and enable structured research frameworks to understand B2B customer needs for content journey design and channel planning.
• Develop and maintain a digital content framework mapping AI-readable citations across websites, articles, newsletters, and publications.
• Help define customer problems UPM should own in AI answers.
• Act as primary BrightEdge user, analyze SEO/GEO performance, and translate data into strategy inputs.
• Serve as power user of Claude AI across UPM MSC function, building reusable workspaces and guidance.
• Support CMS Platform Specialist in scoping authoritative pillar pages with AI discoverability and schema requirements.
• Contribute to website renewal by defining content structures, page hierarchies, and user flows for discoverability.
• Lead AI and search visibility across BAs, run workshops, and align with marketing teams.

Skills

Digital content strategy

Content design

Structured research methods

Schema markup

Generative AI tools

SEO / content intelligence

Agile planning

English proficiency

Tools

BrightEdge

SEMrush

Jira

Job description

UPM’s Team Leader, Digital Marketing Enablement, is seeking a Senior Content Specialist to shape how customers find, navigate, and experience content across digital channels. You will enable content teams with research, journey design, and AI readiness to improve discoverability and performance.

In this hybrid role based in Wroclaw, you will drive AI-powered content strategies, use BrightEdge and Claude AI tools, and collaborate with business areas to deliver customer-centric experiences that