Update: Walmart has new CMO to work with Targety guy

walmart-RattiSteve’s breakdown: We told you last week ago Michael Franis coming on board as a “consultant”. Well, now he has a 10 year Walmart vet to partner with on messaging. This is going to change things but how much? It’s a good call to investigate.

BENTONVILLE, AR: Wal-Mart Stores Inc. has elevated Tony Rogers to U.S. chief marketing officer to take over messaging for the world’s largest retailer in its biggest market.

Mr. Rogers has worked at Wal-Mart WMT, +0.08%   for 10 years, most recently as the marketing chief for the retailer’s China operations. He takes over from Stephen Quinn who has shaped Wal-Mart’s message to American shoppers since he took on the role in 2007.

Earlier this month, The Wall Street Journal reported that Wal-Mart has also hired Michael Francis, a Target Corp. TGT, -0.04%   veteran, as a marketing consultant. Mr. Francis, who was instrumental in shaping Target’s cheap-chic image, and Mr. Rogers will work closely together, said Wal-Mart spokeswoman Deisha Barnett.

The executive shuffle is the latest in a raft of changes Wal-Mart CEO Doug McMillon has made in recent months as he seeks to focus the company’s investments on long-term goals like boosting e-commerce sales and making stores more efficient and more appealing to higher-income shoppers.

In October, Wal-Mart said longtime Chief Financial Officer Charles Holley would retire at year’s end, and it appointed Steve Bratspies to be chief merchant, after leaving the position vacant for almost a year.

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