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 thatcompliantlyenhance relevance and accessibility for customers searching for products, disease educationand medicines,with 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 engagement.

• Has authority to define global principles and sets standards that markets adopt; drives consistency where local optimisation 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-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 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: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

• 5+ 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 citationbehaviors, 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., Google’s Your Money, Your Life frameworks, ChatGPT Healthcare, and specialised 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.

Preferred Experience:

• 8+ years in digital strategy, web, or enterprise content operations; proven leadership of global, cross-functional programs.
• 3+ years of industry experience (pharma, healthcare)
  

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.