Senior Analyst, Marketing Planning and Strategy

Position Summary...

What you'll do...

Job Summary
We are seeking a seasoned Senior SEO Analyst to join our Marketing team and lead organic growth across the Walmart US website, landing page campaigns, and content. This role will be responsible for improving traditional SEO performance while also strengthening visibility in answer-driven and AI-assisted search experiences, including AI Overviews, featured snippets, People Also Ask, local results, and other emerging search surfaces. The ideal candidate has strong technical SEO expertise, content optimization experience, and a test-and-learn mindset. This person will use data, A/B testing, and experimentation frameworks to identify what drives rankings, qualified organic traffic, engagement, conversions, and AEO visibility. TEAM  This role sits within the Customer Growth & Emerging Platforms Marketing team and partners closely with Site Merchants, Analytics, Product, Engineering, Legal, and external SEO vendors to grow organic (SEO/AEO) visibility for Walmart US. The Senior SEO Analyst will serve as one of the team’s SEO and AEO subject matter experts, helping shape content, technical improvements, and testing strategies that drive qualified traffic and conversions. By connecting search insights, experimentation, and performance reporting, this role helps the broader team understand what is driving growth and where to prioritize future optimization efforts. Responsibilities SEO & AEO Strategy
•    Develop and execute SEO and AEO strategies that improve organic visibility, rankings, qualified traffic, and conversions across the website, landing pages, and content.
•    Optimize content for traditional search and answer-driven experiences by improving page structure, headings, direct-answer formatting, internal linking, schema opportunities, entity clarity, and topical depth.
•    Identify opportunities to grow visibility across high-intent keywords, conversational queries, featured snippets, People Also Ask, local search, Spanish-language search, and AI-influenced search results.
•    Partner with Communications and Marketing teams to create SEO/AEO-optimized landing pages and content for key audiences, including Spanish-speaking users, and other multi modal formats like Youtube.
A/B Testing & SEO Experimentation
•    Co-Own an SEO experimentation roadmap focused on identifying which changes drive measurable SEO, AEO, engagement, and conversion growth.
•    Design and execute A/B tests for title tags, meta descriptions, headings, content structure, answer-first copy (FAQ’s), CTAs, internal links, schema markup, page templates, and landing page layouts.
•    Define test hypotheses, success metrics, control groups, test groups, measurement windows, and post-test readouts that clearly explain what should be scaled, repeated, or retired.
•    Partner with Analytics and Engineering to ensure SEO tests are implemented cleanly and avoid issues with crawlability, indexability, canonicals, redirects, duplicate content, or cloaking.
Analytics, Reporting & Growth Measurement
•    Monitor and report on SEO performance using Google Search Console, BrightEdge, seoClarity, and related tools.
•    Prepare monthly and quarterly reports connecting SEO activity to business outcomes, including impressions, clicks, CTR, rankings, engagement, conversions, and market-level performance.
•    Expand keyword and query tracking to include traditional keywords, question-based searches, local terms, Spanish-language queries, branded and non-branded demand, competitor terms, and AEO-relevant topics.
•    Analyze pages with high impressions but low CTR, declining clicks, weak engagement, or missed conversion opportunities, and translate findings into prioritized recommendations. Technical SEO
•    Conduct recurring technical SEO audits to identify and resolve issues impacting crawlability, indexability, rankings, site performance, and user experience.
•    Optimize site architecture, internal linking, URL structure, redirects, canonicals, structured data, XML sitemaps, page templates, and navigation.
•    Partner with Engineering and Product teams to improve site speed, Core Web Vitals, mobile usability, JavaScript rendering, accessibility, and page experience.
•    Validate that priority pages are crawlable, indexable, canonicalized correctly, eligible for snippets, and supported by strong internal links.
Content Optimization
•    Collaborate with Communications, Creative, Legal, Product, and Marketing teams to produce helpful, accurate, user-first content that supports SEO, AEO, and conversion goals.
•    Optimize landing pages and blog content with clear H1/H2/H3 structures, concise answers, FAQs, localized information, eligibility details, and conversion-focused copy.
•    Identify content gaps using search demand, competitor insights, user questions, local-market trends, Spanish-language opportunities, and AI-search retrieval patterns.
•    Improve content quality by strengthening expertise signals (E-E-A-T), freshness, readability, fact density, source clarity, and alignment with user intent. Stakeholder & Vendor Management
•    Build strong relationships with Marketing, Communications, Analytics, Engineering, Product, Legal, and external SEO vendors.
•    Translate complex SEO, AEO, and testing insights into clear recommendations for both technical and non-technical stakeholders.
•    Manage multiple SEO projects, experiments, reporting cycles, and content optimization initiatives in a fast-paced environment.
•    Provide guidance to internal teams on SEO best practices, AEO considerations, metadata optimization, technical SEO requirements, and content testing.
Requirements
•    Bachelor's degree in Marketing, Communications, Computer Science, Data Analytics, or related field, or equivalent work experience.
•    5+ years of SEO experience, with a strong focus on technical SEO, content optimization, analytics, and organic growth.
•    Hands-on experience with A/B testing, SEO experimentation, landing page testing, or conversion rate optimization.
•    Ability to build test hypotheses, define success metrics, interpret results, and translate findings into scalable SEO recommendations.
•    Strong understanding of crawlability, indexability, canonicalization, structured data, internal linking, metadata, site architecture, JavaScript SEO, page speed, and mobile usability.
•    Strong understanding of how featured snippets, AI Overviews, conversational queries, local results, and answer-driven search experiences are changing organic search behavior.
•    Experience using SEO and analytics tools such as Google Search Console, Google Analytics, Adobe Analytics, BrightEdge, seoClarity, Ahrefs, SEMrush, Moz, Screaming Frog, Looker Studio, Tableau, or similar platforms.
•    Experience with CMS platforms such as WordPress, AEM, or enterprise content management systems.
•    3+ years of experience in local SEO and multilingual SEO, particularly Spanish-language optimization, is preferred.
•    Working knowledge of HTML, CSS, JavaScript, structured data, and web performance principles.
•    Strong analytical, communication, problem-solving, and project management skills.
Preferred Qualifications
•    Experience optimizing content for AI-influenced search experiences, featured snippets, People Also Ask, local packs, and conversational search queries.
•    Experience building SEO testing roadmaps across metadata, content templates, internal linking, schema, page layouts, multimodal outputs, and conversion paths.
•    Experience connecting SEO changes to business outcomes such as sign-ups, applications, lead quality, and completed conversions.
•    Experience supporting Ecommerce, marketplace, gig economy, logistics, retail, local services, or driver acquisition websites.
•    Spanish-language SEO experience, including localized metadata, content optimization, hreflang considerations, and regional keyword research.
Success in This Role Will Be Measured By
•    Growth in qualified organic traffic to priority Spark Driver pages.
•    Improved rankings, CTR, and visibility for high-intent driver acquisition keywords.
•    Increased conversions from SEO landing pages and blog-assisted journeys.
•    Improved visibility in answer-driven results, featured snippets, People Also Ask, and measurable AI-search surfaces.
•    Number and quality of SEO/AEO experiments launched, completed, and scaled.
•    Reduction in technical SEO issues affecting crawlability, indexability, speed, and mobile usability.
•    Improved reporting clarity around what is driving organic growth, what is limiting performance, and which opportunities should be prioritized next.
  At Walmart, we offer competitive pay as well as performance-based bonus awards and other great benefits for a happier mind, body, and wallet. Health benefits include medical, vision and dental coverage. Financial benefits include 401(k), stock purchase and company-paid life insurance. Paid time off benefits include PTO (including sick leave), parental leave, family care leave, bereavement, jury duty, and voting. Other benefits include short-term and long-term disability, company discounts, Military Leave Pay, adoption and surrogacy expense reimbursement, and more. You will also receive PTO and/or PPTO that can be used for vacation, sick leave, holidays, or other purposes. The amount you receive depends on your job classification and length of employment. It will meet or exceed the requirements of paid sick leave laws, where applicable. For information about PTO, see https://one.walmart.com/notices. Live Better U is a Walmart-paid education benefit program for full-time and part-time associates in Walmart and Sam's Club facilities. Programs range from high school completion to bachelor's degrees, including English Language Learning and short-form certificates. Tuition, books, and fees are completely paid for by Walmart.
Eligibility requirements apply to some benefits and may depend on your job classification and length of employment. Benefits are subject to change and may be subject to a specific plan or program terms.
For information about benefits and eligibility, see One.Walmart.
The annual salary range for this position is $70,000.00 - $130,000.00 Additional compensation includes annual or quarterly performance bonuses. Additional compensation for certain positions may also include :
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Minimum Qualifications...

Outlined below are the required minimum qualifications for this position. If none are listed, there are no minimum qualifications.

Bachelor's degree in business or related area OR 2 years' experience in business or related area.

Preferred Qualifications...

Outlined below are the optional preferred qualifications for this position. If none are listed, there are no preferred qualifications.

Primary Location...

1601 SE 10th St, Bentonville, AR 72716, United States of America

Walmart and its subsidiaries are committed to maintaining a drug-free workplace and has a no tolerance policy regarding the use of illegal drugs and alcohol on the job. This policy applies to all employees and aims to create a safe and productive work environment.