Customer Experience Director, Walmart

General Information

Title: Director – Customer Marketing - Walmart

Team: CPD Commercial

Location: Bentonville, AR

Who We Are:

For more than a century, L’Oréal has devoted its energy, innovation, and scientific excellence solely to one business: Beauty. Our goal is to offer each and every person around the world the best of beautyin terms of quality, efficacy, safety, sincerity and responsibility to satisfy all beauty needs and desires in their infinite diversity.

At L'Oréal Consumers Products, our mission is to democratize the best of beauty, and for us, beauty has to be sustainable. Our division holds the world’s #1 beauty brand with L’Oréal Paris, the #1 makeup brand with Maybelline New York, the #1 natural brand with Garnier, as well as NYX Professional Makeup.

Mission And Defining Characteristics

The Director, Customer Marketing – Walmart translates brand ambition and Walmart priorities into integrated customer strategies and omnichannel experiences that accelerate category and brand growth. Serving as the strategic bridge between Brand Marketing, Sales, eCommerce, Media and Walmart, this leader develops differentiated customer-first plans, activates them across the full shopper journey, and turns insights and performance into scalable growth opportunities.

This role has dual accountability: (1) lead customer marketing strategy and omnichannel activation for assigned brands; and (2) lead Digital Commerce & Content as a horizontal capability across the Walmart Customer Marketing team. The Director is a strategic owner and integrator—not the day-to-day operator of item setup or content syndication.

Key Responsibilities

1 | Drive Customer Strategy and Portfolio Growth

• Own the customer marketing agenda for assigned brands, translating national brand priorities, Walmart shopper insights and category opportunities into differentiated annual and seasonal omnichannel plans.


• Partner with Customer Team Leads and Brand Marketing on activation planning, gap closure, exclusives, hero SKU strategies and post-line-review activation; connect plans to sales, share and household growth.


• Bring Walmart customer and shopper insights upstream to shape stronger brand, launch and commercial decisions.

2 | Orchestrate Integrated O+O Activation

• Lead the development of Walmart-specific 360° activation plans spanning shelf, display, search, digital experiences and retail media, with a consistent brand and shopper story.


• Connect internal and external partners around one customer plan; lead creative and agency briefs, strategic meetings and post-activation performance reviews.


• Partner with Sales on display vision and launch plans; Sales retains merchant execution, item/SKU selection, quantities and availability ownership.

3 | Lead Digital Commerce & Content Transformation

• Set the cross-portfolio digital shelf and content strategy, including search and SEO alignment, PDP excellence, hero content, brand shop/shelf vision, catalog governance and BOPIS/pickup opportunities.


• Advance next-generation discovery and conversion opportunities—including AI search, GEO/AEO, virtual try-on and richer shopper experiences—prioritizing initiatives with commercial impact.


• Establish digital content standards, performance insights and governance; direct and audit agency/operational execution rather than personally managing syndication, asset uploads, variants or item setup.


• Upskill the broader commercial organization, share best practices and influence Walmart digital experience opportunities through cross-functional partnership.

4 | Accelerate Performance and Investment Effectiveness

• Develop actionable performance narratives using market share, digital penetration, retail media ROAS, content/discoverability measures and activation results; recommend optimizations and scale what works.


• Partner with Walmart Connect, internal media partners and agencies to align retail media, search priorities and shopper activation to brand and commercial objectives.


• Lead agency performance and activation investment recommendations in partnership with the Customer Marketing Lead; leverage team support for financial trackers, POs, logistics and reporting administration.

5 | Influence, Connect and Lead

• Build trusted relationships with Walmart partners, Sales, Brand Marketing, eCommerce, Media, Finance, Operations and external agencies; influence without direct authority in a highly matrixed environment.


• Act as the customer marketing integrator for assigned portfolio decisions, elevating cross-category and major investment trade-offs to the Customer Marketing Lead.


• Model entrepreneurial thinking, collaboration and operational discipline; develop repeatable playbooks and capabilities that strengthen the entire Walmart Customer Marketing organization.

Accountabilities / Measures of Success

• Assigned portfolio brand and category sales/share growth and quality of integrated activation


• Digital penetration, discoverability and conversion progress across priority franchises


• Retail media effectiveness and post-activation learning, including ROAS where applicable


• Digital shelf/content quality and launch speed-to-market, delivered through accountable partners


• Cross-functional alignment, Walmart relationships and adoption of scalable digital capabilities

Qualifications

• CPG marketing expertise; Beauty experience – a plus


• 6+ years’ experience in leading and developing data strategies, specific to consumer behavior and eCommerce market growth


• BA/BS degree required. MBA a plus.


• Knowledge of most current digital technologies, trends, and tools


• Expertise in the eRetail environment specific to CPG and/or FMCG


• Ability to influence at the most senior levels of leadership both internally within a highly matrixed organization and external organizations in both in-person and remote environments


• Proven track record of converting data-driven analytics to gain consumer insights, drive targeted digital campaigns, optimize user experience, and drive conversion


• Attention to detail, high-performance orientation, and creativity in problem-solving


• Passionate about digital; you are continuously a student of your industry, pursuing knowledge, best practices, competitive landscape and staying on top of trends.


• Highly motivated individual with an entrepreneurial spirit and ability to work independently, while also able to build strong internal relationships and consensus on initiatives


• Strong analytical mind with process orientation


• Strong written and verbal communication and presentation skills


• Highly organized with proven multi-tasking ability