Walmart taps TripAdvisor for new CMO

Barbara Messing

Walmart is revamping its marketing team in the US with the appointment of two executives from outside the company.

Barbara Messing, former chief marketing officer of TripAdvisor, is set to take on the same role at Walmart. She replaces Tony Rogers, who left his post as marketing head earlier this year to join Sam’s Club - which is owned by Walmart - as chief member officer.

In a memo sent to staff by US chief executive Greg Foran and US chief of e-commerce Marc Lore, the two praised Messing for helping “the world's largest travel site pivot from a media-only site to an e-commerce player by adding the capability to book trips.”

“We are impressed with her customer-centric approach to this challenge, and we are excited for her to lead our omnichannel focus,” they wrote. Messing will be based at Walmart’s headquarters in Bentonville, Arkansas. She begins her new role in mid-August.

Additionally, Janey Whiteside is joining the retailer as chief customer officer for both Walmart US and its e-commerce operations, a newly created role. She previously served as executive vice president and general manager of global premium products and benefits at American Express.

Whiteside will join the retailer on August 1. She will be based in Hoboken, New Jersey, the home of Walmart-owned Jet.com.

“After getting to know Janey, we think her respect for the Walmart brand and belief in our core mission make her the best person to take on this important new role,” said the memo.

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