Senior Content Specialist, AI and Search

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

Would you like to join a global, growing company that innovates for a more sustainable tomorrow? UPM could be the team for you. We are frontrunners in developing renewable alternatives to fossil-based materials. Besides enabling both businesses and consumers make more sustainable choices, we strive to create a positive UPM experience for all our employees around the world. We live by our values – trust and be trusted, achieve together, renew with courage. Together we can renew the everyday, for a future beyond fossils!

Learn more about us as a workplace upm.com/careers

Senior Content Specialist, AI and Search

This role does not write or produce content. Content creation sits with the business areas. You are an enabler. You equip the teams with the research methods, content journey design, channel frameworks, and AI infrastructure they need to make their content customer-centric, personalized, and discoverable by AI.

Greetings from your future manager

“AI is fundamentally changing how customers search for information and how brands earn visibility. At UPM, we’re looking for someone who is excited to help shape this transformation. If you are passionate about the future of AI Search and enjoy turning customer insights into discoverable, AI-ready experiences that help people find the right information at the right moment, I’d be excited to welcome you to the team.” - Katarzyna Nowak, Team Leader, Digital Marketing Enablement

What you will do

• 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

Who you are

• 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

This is what we offer to you

• 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.

Learn about our Rewarding and our Ways of working

Additional information

This position offers a hybrid working model, combining remote work from home with regular on‑site collaboration in Wrocław.

The position holder will report to Team Leader, Digital marketing enablement.

Country-specific information

If you have any concerns about the recruitment and selection process, you can report those online through the UPM Report Misconduct channel using the link: https://www.upm.com/investors/governance/compliance/reportmisconduct/.

UPM business information

UPM is a material solutions company, renewing products and entire value chains with an extensive portfolio of renewable fibres, advanced materials, decarbonization solutions, and communication papers. In Poland, UPM is running two factories near Wrocław, Human Resources Services in Kraków and UPM Business Hub at the heart of the city of Wrocław. At the moment, the Wrocław Hub brings together over 700 professionals in customer, supplier and financial services.

What makes us unique? The Finnish leadership culture encourages people in personal growth and self-development, and our values - trust and be trusted, achieve together, renew with courage - are visible in our everyday work. We are inspired by the limitless opportunities of the bioeconomy and we lead the way towards a future beyond fossils. Got interested? Join us on this exciting path! #growthwithUPM

Ifyou wish to get more insight about who we are, check out this page!

UPM - we renew the everyday Read more: upm.com

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