Asda's chief marketing officer, Rick Bendel, has had his remit extended by Wal-Mart to become international chief marketing officer.
The move will see Bendel provide strategic support for all the company's international marketing operations outside the United States.
Bendel, who joined Asda three years ago from ad agency Publicis, will remain Asda's chief marketing officer and will continue to be based in Leeds, reporting to Asda chief executive Andy Bond and overseeing all Asda's marketing operations.
However, he will also now support the chief marketing officers in 14 other Wal-Mart countries around the world, including Canada, Brazil and China, to help reinforce price leadership and optimise the effectiveness of the marketing strategies in their markets.
"This announcement is fantastic news for both Rick and the wider team here in the UK," said Bond. "It is also a great endorsement of Asda by Wal-Mart. Our growth over the past three years has been built on the foundations of a fully integrated marketing strategy.
"As a result we have further extended our price leadership, become far more customer-focused, and helped millions of people save money every day.
"I'm pleased to say Rick will continue to be based here in Leeds overseeing all Asda's marketing operations, but he will now also be able to share his marketing expertise and customer insight with colleagues across the Wal-Mart world."
Bendel described it as a "tremendous honour" to be given the extended remit. "This move is an indication of how important marketing is considered to be by the company and the role it can play in driving the business forward," he said. "As such, this is not only a very proud moment for me but also for my entire marketing team at Asda."
In March Bendel oversaw the return of the famous Asda pocket tap commercial, which was first developed by the supermarket chain in the recession of the 1990s.
The move will see Bendel provide strategic support for all the company's international marketing operations outside the United States.
Bendel, who joined Asda three years ago from ad agency Publicis, will remain Asda's chief marketing officer and will continue to be based in Leeds, reporting to Asda chief executive Andy Bond and overseeing all Asda's marketing operations.
However, he will also now support the chief marketing officers in 14 other Wal-Mart countries around the world, including Canada, Brazil and China, to help reinforce price leadership and optimise the effectiveness of the marketing strategies in their markets.
"This announcement is fantastic news for both Rick and the wider team here in the UK," said Bond. "It is also a great endorsement of Asda by Wal-Mart. Our growth over the past three years has been built on the foundations of a fully integrated marketing strategy.
"As a result we have further extended our price leadership, become far more customer-focused, and helped millions of people save money every day.
"I'm pleased to say Rick will continue to be based here in Leeds overseeing all Asda's marketing operations, but he will now also be able to share his marketing expertise and customer insight with colleagues across the Wal-Mart world."
Bendel described it as a "tremendous honour" to be given the extended remit. "This move is an indication of how important marketing is considered to be by the company and the role it can play in driving the business forward," he said. "As such, this is not only a very proud moment for me but also for my entire marketing team at Asda."
In March Bendel oversaw the return of the famous Asda pocket tap commercial, which was first developed by the supermarket chain in the recession of the 1990s.
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