Walmart Announces New CMO

Walmart Tony RogersThis past week Walmart announced that Tony Rogers, who has served as the retailer’s chief marketing officer in China, would succeed its U.S. CMO Stephen Quinn after his retirement next month. Rogers will lead all marketing, including branding, consumer research and customer communications. Walmart owns a portfolio of the largest brands (private or otherwise) in the world including Great Value, Ol Roy, Maintstays and Marketside. In his new role, Rogers will be joined by consultant former Target CMO Michael Francis.

Prior to serving in China, Rogers spent eight years climbing the Walmart U.S. corporate ladder, with time as SVP of marketing and VP of advertising. Earlier in his career he worked in brand positions at Pepsi and Gateway Computer.

Quinn is credited with giving Walmart’s marketing an upgrade over the past decade by championing digital outreach and successfully developing its “Save money. Live better.” mantra. Of late, same-store sales have been rising after several years of decline.

It should be interesting to see how the pair leverages its powerful brands as a point of differentiation.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.