Global Digital & Web AI Strategy Director

As a key member of the Customer Engagement team the Digital & Web/LLM Strategy Director will lead AstraZenecas global strategyfor GEO(Generative Engine Optimization)to ensure our authoritative content and signals are discoverable trusted and consistently represented across Large Language Models (LLMs) and the evolving web. We are seeking a strategic operator who can influence LLM ecosystems not just optimize contentsomeone who translates strategy into enterprise-wide adoption and measurable customer engagement outcomes. The role focuses on optimizing for customer engagement by defining strategies thatcompliantlyenhance relevance and accessibility for customers searching for products disease educationand medicineswith a specific focus onpartnering withUSmarketing strategy andoperationsteamson the future of web experiences and scaling standards and measurement acrossothermarkets.

Key Responsibilities
Global LLM Strategy Leadership (50%)

• Sets the commercial LLM visibility strategy (principles standards roadmap) with a strong emphasis on driving customer engagementin Generative Engine Optimization

• Has authority to define global principles and sets standards that markets adopt; drives consistency where local optimization previously dominated.

• Ensures alignment acrossbusiness units that matter in the LLM ecosystem (medical commercial other) and the broader Customer Engagement team; leads change at enterprise scale beyond advisory-only roles.

• Designs enterprise playbooks that unify signals LLMs use (structured data citations authoritative domains verifiable sources content freshness and cross-channel consistency) to better serve customer needs.

• Establishes monitoring and governance for surfaced answers in leading LLM ecosystems (OpenAI/ChatGPT Google/Gemini Anthropic/Claude Meta/LLaMA Microsoft/Copilot Perplexity) with answer auditing and citation tracking.

Global Web Strategy Leadership (30%)

• Createsandmaintainstheenterprisestrategy forAstraZenecaowned websites to maximise their influence on LLMs and AI search experiences.

• Partners directly with OBU/BBU US web and AI search initiatives as part ofinternal workstreams ensuring web performance structured data metadata and authoritative domain architecture strengthen LLM visibility and trust.

• Aligns web experience principles with LLM/GEO-era discovery patterns bridging traditional SEO and modern AI surfacing to prioritise customer engagement outcomes.

Content Operations and Governance Architecture (20%)

• Establishes content models and machine-readable representations that improve interpretability and source authority with clear provenance versioning and medical/legal governance.

• Definescanonicaldatasets for priority topics and ensures consistent publishing across public web APIs/feeds data commons and knowledge bases used by LLMs.

• Orchestrates multi-market workflows and measurement frameworks that sustain freshness accuracy and compliance while reducing unnecessary complexity in content-heavy operations.

Platforms Tools and Stack Expectations

• SEO/GEOand Web Analytics:Semrush Google Search Console Bing Webmaster Tools Google Analytics/GA4 Adobe Analytics Screaming FrogSitebulb Lighthouse/WebPageTestContentKing/monitoring.

• Structured Data and Content Ops: JSON-LD validators tooling taxonomy/metadata management (e.g.PoolPartySmartlogic) component/CMS platforms (e.g. headless CMS) design systems;Semrush/BrightEdge.

• LLM/AI Ecosystem:Monitoringsurfaced answers via ChatGPT Claude Gemini Copilot Perplexity; tools for answer auditing and citation tracking; familiarity with retrieval concepts (RAG) embeddings and knowledge graphs.

• Data and Feeds: API management sitemap generators data pipeline orchestration and publishing workflows that ensure consistent machine-readable outputs across markets.

• Experimentation and Dashboards: BI tools for KPI tracking (e.g. Power BI Tableau) statistical testing frameworks and custom dashboards for LLM visibility signals.

Required Experience and Qualifications

• 8 years in digital strategy web or enterprise content operations; proven leadership of global cross-functional programs.

• Measurementexpertise: KPI design dashboards experimentation and attribution; hands-onproficiencywithSemrush GSC Adobe.

• LLM/AI familiarity: Understanding how major LLMs source and rank information common citationbehaviours and tactics to increase trustworthy surfacing; experience with content structuring metadata and retrieval strategies (RAG/knowledge graphs).

• Enterprise scaling and change management: Playbook creation standards adoption and cross-market enablement; ability to align stakeholders and drive execution with clear authority to set global principles.

• Excellent communication and influence skills with senior leaders; ability to translateanddistillcomplex technical topics intosimple terms thatcorelatetobusiness value.

• Deep awareness of health-specific regulatory and ethical considerations (e.g. Googles Your Money Your Life frameworks ChatGPT Healthcare and specialized health LLMs such asOpenEvidenceandDoxGPT) and how healthcare differs from other industries in trust safety and compliance.

Core Competencies

• Strategic and Technical Depth: Shapes LLM and web strategies with a strong enterprise mindset beyond content-only focus.

• Data-Driven: Uses measurement to prioritize anddemonstrateimpact; comfortable with experimentation.

• Collaboration and Influence: Partners across US Markets and GCS; sets standards that markets adopt and drives consistency at enterprise scale.

• Compliance Orientation: Embeds accuracy provenance responsible AI and health regulatory awareness into design and operations.
  

Reporting
Reports to Senior Director Digital & Web Commercial AI.

Works closely with US digital leaders MarketsMedia StrategyGlobal Operations (GCS) Corporate Affairs Medical/Regulatory IT/Platform teams and Analytics.