Global Digital & Web AI Strategy Director

As a key member of the Customer Engagement team, the Digital & Web/LLM Strategy Director will lead AstraZeneca’s global strategy for 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 content—someone who translates strategy into enterprise-wide adoption and measurable customer engagement outcomes. The role focuses on optimizing for customer engagement by defining strategies that compliantly enhance relevance and accessibility for customers searching for products, disease education and medicines, with a specific focus on partnering with US marketing strategy and operations teams on the future of web experiences, and scaling standards and measurement across other markets. 

Key Responsibilities 
Global LLM Strategy Leadership (50%) 

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

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

• Ensures alignment across business 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%) 

• Creates and maintains the enterprise strategy for AstraZeneca owned websites to maximise their influence on LLMs and AI search experiences. 

• Partners directly with OBU/BBU US web and AI search initiatives as part of internal 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. 

• Defines canonical datasets 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/GEO and Web Analytics: Semrush, Google Search Console, Bing Webmaster Tools, Google Analytics/GA4, Adobe Analytics, Screaming Frog, Sitebulb, Lighthouse/WebPageTest, ContentKing/monitoring. 

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

• LLM/AI Ecosystem: Monitoring surfaced 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. 

• Bachelors Degree

• Measurement expertise: KPI design, dashboards, experimentation, and attribution; hands-on proficiency with Semrush, GSC, Adobe. 

• LLM/AI familiarity: Understanding how major LLMs source and rank information, common citation behaviours, 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 translate and distill complex technical topics into simple terms that corelate to business value. 

• Deep awareness of health-specific regulatory and ethical considerations (e.g., Google’s Your Money, Your Life frameworks, ChatGPT Healthcare, and specialized health LLMs such as OpenEvidence and DoxGPT) 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 and demonstrate impact; 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, Markets, Media Strategy, Global Operations (GCS), Corporate Affairs, Medical/Regulatory, IT/Platform teams, and Analytics.