Global Digital & Web AI Strategy Director

Location:

Gaithersburg, MD (3 days per week)

As a key member of the Customer Engagement team, the Digital & Web/LLM Strategy Director will lead AstraZeneca’s global strategy 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.

• Sets the commercial LLM visibility strategy (principles, standards, roadmap), with a strong emphasis on driving customer engagement.
• Has authority to define global principles and sets standards that markets adopt; drives consistency where local optimisation 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.

• Creates and maintain 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 work streams, ensuring web performance, structured data, metadata, and authoritative domain architecture strengthen LLM visibility and trust.
• Aligns web experience principles with LLM‑era discovery patterns, bridging traditional SEO and modern AI surfacing to prioritise customer engagement outcomes.

• 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.

• SEO and Web Analytics:
  Semrush, Google Search Console, Bing Webmaster Tools, Google Analytics/GA4, Adobe Analytics, Screaming Frog, Sitebulb, Lighthouse/Web Page Test , Content King/monitoring.
• Structured Data and Content Ops: JSON‑LD validators, schema.org tooling, taxonomy/metadata management (e.g., Pool Party, Smartlogic), component/CMS platforms (e.g., headless CMS), design systems;
  Semrush/Bright Edge.
• LLM/AI Ecosystem:
  Monitor 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.

• 5+ years in digital strategy, web, or enterprise content operations; proven leadership of global,…