B2B Brand Marketing · Walmart Connect · 2023–2024
Retail media brand marketing — Walmart Connect
Led B2B brand strategy, positioning, and GTM content for Walmart's retail media business — building the messaging architecture, case study framework, and internal knowledge systems that supported 100+ product launches across enterprise advertiser segments.
THE CHALLENGE
Walmart Connect needed consistent, credible B2B positioning across a rapidly expanding product portfolio — with brand, product, sales, and agency teams all operating on different timelines and with different messaging. The challenge was building a unified marketing infrastructure that could support 100+ GTM launches without losing coherence or speed.
MY ROLE & APPROACH
As brand manager, I defined the end-to-end B2B brand architecture: positioning frameworks, value propositions, ICPs, messaging hierarchies, and creative briefs. In parallel, I built the repeatable systems (case study templates, internal intranet hub, cross-functional process documentation) that let the marketing function scale without requiring constant oversight. I also led agency collaboration and served as the strategic connective tissue between product, sales, and creative.
RESULTS
SpongeBob's Big Birthday Blowout was the #1 telecast at time of airing across all networks and all kid demos (K2–11, K6–11). #1 Social Show in the Children and Family genre on premiere night.
100+
Enterprise product GTM launches supported
Scalable
Case study framework deployed across brand and sales
Intranet
Internal knowledge system built for cross-team use
Walmart Making the Difference Award, 2023
