Senior Content Specialist, AI and Search

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 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.