Advertising Age reports that Walmart has hired Jean Batthany, for five years the vice president-Global Creative at Walt Disney Parks Experiences and Consumer Products, as its first-ever Chief Creative Officer, reporting to CMO William White.
In the role, Batthany is said to be leading "the vision for consumer centric communications across all channels" and "collaborating to develop breakthrough and innovative marketing at all consumer touch points."
Walmart is reaching out beyond the usual suspects in broadening its approach to marketing - it also has hired Courtney Carlson, who most recently was head of North American marketing at Under Armour, to be its senior vice president of marketing.
- KC's View:
The hirings certainly are a signal that Walmart has ambitious plans to improving the experiential nature of its stores, and it also suggests that it understands the importance of making sure a synchronized customer experience cuts across all its platforms. This approach isn't just good for customers; it also creates something that can be more effectively monetized by the retailer, which on the record about its aggressive plans for luring advertising spending to its businesses.