Walmart bolsters marketing team with new chief creative officer

Date : 07 April 2021

Stewart Samuel

Program Director - Canada

Walmart has appointed Jean Batthany as senior vice president, chief creative officer, further bolstering its US marketing team.

Building a new marketing organisation

This appointment follows on from the recruitment earlier this year of Courtney Carlson as senior vice president of marketing, joining the retailer from Under Arrmour where she held the role of head of marketing. Batthany joins from The Walt Disney Company, where she held the role of vice president, global creative at Walt Disney parks experiences and consumer products. Both report into William White, chief marketing officer, Walmart US. He joined the retailer last May from Target.

” Jean will help define how the Walmart brand comes to life for our customers across all our channels and touchpoints. I’m particularly thrilled by Jean’s focus on inclusion and equity. She has demonstrated a longstanding commitment to recognizing and developing diverse creative talent that drives culture inside agencies and brands. We are so glad to have her on board.”

William White, executive vice president and chief marketing officer, Walmart US

The humanity and convenience of Walmart

Over the last year, the retailer has centred its campaigns around its response to the pandemic, emphasising the humanity of Walmart and its efforts to better serve time-pressured families and the grocery mom. This has included a focus on its online pickup proposition, which last year saw its grocery and non-food services come together as one core offer.

Source: Walmart

Customer-centric focus and the promise of Walmart+

Batthany will build on this and the customer-centric, problem-solving focus that has been initiated by Janey Whiteside, the retailer’ chief customer officer. Key initiatives over the last year have included live shopping events with TikTok, virtual summer camp and Halloween events, the relaunch of its digital media business as Walmart Connect and the launch of a new app-powered store experience. However, it is the launch of Walmart+, its membership programme, which holds so much potential for the future. While the benefits are currently wrapped around its digital commerce business, there is significant scope to extend these to include its financial services and growing healthcare operations. Building this into a compelling customer proposition will be central to further growth.

Retail Analysis weekly newsletter

Keep up-to-date with the latest retail developments shaping the industry.

Sign up for our newsletter »