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.

• 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.

• 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.

• Monitor and report on SEO performance using Google Search Console, Bright Edge, seo Clarity, 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.

• 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.
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