Content designer

SEO/GEO specialist & AI-Ready Search Experiences Search is evolving at high speed: fewer clicks, more direct answers, AI-generated recommendations, and a growing need to understand user intent, semantics, and GEO-based signals. At Proximus, we want to stay ahead of these shifts by designing content ecosystems that perform across traditional search engines and AI search and future search experience.

We are looking for a Content Designer who can craft high-performing, intent-driven, AI-ready content experiences that help users find, understand, and trust our products and services. You will structure content using keyword clusters, and user intent to boost organic and AI-generated visibility. You will play a key role in strengthening our organic visibility, shaping our SEO/GEO content strategy, and ensuring that our pages remain competitive in a rapidly changing search landscape.

Your mission As a Content Designer, you'll craft compelling, multilingual content that's optimized for search engines, tailored to user needs, and aligned with our brand voice. You'll work at the intersection of content strategy, UX design, and AI-powered optimization. Collaborating closely with UX designers and marketers, you'll help drive traffic, engagement, and conversions across Proximus.be.

As a Content Designer, you will:

• Participate to Search Experience Optimisation, making easy for users to find the right information and successfully complete their task once they find it.
• Architect intent-driven, keywords cluster-based content ecosystems that strengthen Proximus' topical authority.
• Build advanced SEO, GEO, and AEO (AI Engine Optimization) strategies that align with business priorities and user needs.
• Design multilingual, high-impact content that performs across SERPs, zero-click experiences, AI overviews, and answer boxes.
• Collaborate with UX, product, marketing, data analysts, and developers to ensure that content is structured, semantic, technically healthy, and AI-ready.
• Serve as a bridge between business strategy and content strategy, ensuring every content initiative drives measurable outcomes.
• Drive continuous improvement through analytics, iterative optimization, and testing., SEO/GEO Strategy & Content Architecture
• Design and optimise content architectures (pillar pages, clusters, internal linking models).
• Build and maintain keyword, intent, topical, and semantic clusters to reinforce topical authority and content consistency.
• Translate business goals into SEO/GEO aligned content plans, ensuring visibility and relevance across segments.
• Identify gaps, opportunities, and cannibalization issues using advanced SEO tools.
• Structure content using pillar pages and intent aligned journeys.

Designing AI Ready Search Experiences

• Create pages and content that perform across AI search (Perplexity, Gemini, Copilot, ChatGPT…), and traditional SERPs.
• Apply semantic structuring, intent modelling, and GEO principles.
• Ensure content is AI ready, citation friendly, and structured for retrieval by LLMs.
• Produce content that answers key user questions clearly, factually, and concisely, ideal for citations in AI outputs.

Content Design & UX writing

• Design and produce digital content and landing pages that support campaigns, improve user journeys, and contribute to impactful digital experiences.
• Build visually appealing, accessible, and user-friendly landing pages based on templates in our CMS (Contentful & Magnolia).
• Craft clear, engaging, and on-brand content aligned with marketing goals, segment needs, and the Proximus tone of voice.
• Lead the creation of web content in close collaboration with UX designers, marketers, and product teams, applying UX writing principles throughout.
• Ensure all content aligns with our experience vision, content strategy, design principles, and brand values.
• Plan, analyse, and deliver product copy and page content that is easy to understand, inclusive, and optimized for clarity and usability.
• Translate complex product information into user-centric messaging based on user psychology, improving comprehension and conversion.
• Guarantee a consistent and cohesive user experience across all touchpoints and digital environments, including campaign pages, product journeys, FAQs, support content….
• Adapt content to reflect regional differences across Belgium and segment specific behaviours.

Performance, Analytics & continuous optimization

• Use Adobe Analytics, ContentSquare, SEMrush, Search Console, Google Ads, Semji… to monitor page and cluster performance.
• Run A/B tests, propose improvements, and iterate based on insights.
• Monitor visibility, engagement, conversion, and AI search signals.
• Iterate based on data and insights.
• Document learnings, patterns, and recommendations to scale

Cross-functional collaboration

• Work with UX/UI & Content designers to align SEO/GEO strategy with navigation, information architecture, and page templates.
• Partner with publishers and developers to ensure technical and structural SEO alignment in Contentful & Magnolia.
• Collaborate with Product owners, marketers, and data teams to ensure search-driven decision-making.
• Contribute to the SEO/GEO capability within the Design guild, Chapter and squads by sharing insights and best practices

Continuous learning & Trend monitoring

• Monitor SEO trends and apply insights to keep content competitive.
• Stay up-to-date with industry best practices in SEO/GEO, copywriting, UX writing, UX design, and AI-powered content creation.
• Keep an active watch on emerging SEO & GEO practices, algorithm evolutions, AI search developments, and behavioural shifts.
• Bring fresh perspectives and recommendations to squads and the content Guild based on market and technology evolution.

Tools & Ecosystem

• CMS: Contentful, Magnolia as headless CMS
• Design: Figma, Figjam
• SEO/GEO: SEMrush, Google Search Console, Google Ads, Semji, Profound…
• Analytics: Adobe Analytics, ContentSquare
• AI Tools: Copilot, ChatGPT, Gemini, Claude…

• Experienced : you bring 3-5 years of proven experience as a UX Copywriter, Content Designer, or SEO Specialist.
• Multilingual: you master UX and web copywriting in French and/or Dutch; English or German is a strong plus.
• Data-driven & analytical : you're comfortable interpreting metrics, spotting patterns, and translating insights into concrete content improvements.
• Customer-focused & outcome-oriented : you design with user needs in mind and always aim to deliver measurable business impact.
• A clear, open communicator : you share information proactively, collaborate transparently, and articulate decisions with clarity.
• Creative & proactive :you think beyond the obvious, bring fresh ideas, and proactively identify opportunities for improvement.
• Autonomous & accountable : you work independently, take ownership of your decisions, and drive initiatives forward with confidence.
• Organized & adaptable : you manage multiple priorities with ease, maintain structure, and deliver high-quality work even under pressure.
• A collaborative team player : you excel in cross-functional environments, foster alignment across teams, and help motivate others.
• Resilient & solution-oriented : you remain composed under stress, navigate ambiguity, and keep momentum despite challenges.
• Agile-minded : you're familiar with Scrum practices, contribute actively to ceremonies, and thrive in fast-paced, iterative environments.