“Having the blessing to come to work at Walmart each day, to be part of retail during this time of incredible disruption at a company that stands so firmly behind our purpose of helping people live better — that is a once-in-a-career privilege.” — Brittney Duke, Vice President of Retail Marketing–General Merchandise, Walmart
Brittney Duke, vice president of retail marketing for general merchandise at Walmart, brings a passion for what she does to work with her every day. She recently shared her insights with SheReports about the importance of focusing on the job you’re in, marketing today and helping people live better.
How do you describe your job and what you do day to day?
I am VP, Retail Marketing–General Merchandise for Walmart U.S. I have the privilege of partnering with our business on all things marketing for home, fashion, hardlines, electronics, entertainment, seasonal and toys. My team and I make sure our customers know about the great brands and products, at incredible values, we have in these categories across Walmart and walmart.com.
How do you feel marketing changed over the last 20 years?
How our customers like to engage with our brand is the biggest change. Our customers desire personalized, targeted experiences that respect the relationship they have with Walmart. While broad-reach marketing is still important, we can be much more surgical today with our digital toolbox.
What are the challenges in marketing to women?
I’m not sure the challenges are any different in marketing than in other areas — balancing and managing the many roles in life as well as the standards we hold ourselves and each other to, managing who we were made to uniquely be — in the business world.
Can you tell us about the #SeeHer initiative and Walmart?
#SeeHer is an important initiative aimed at eliminating gender bias in media so women and girls see themselves accurately portrayed. This is critical for Walmart — we seek to reflect our customer in all we do. And given that our customers are as diverse as America, we stand behind any effort that eliminates bias of any kind.
How our customers like to engage with our brand is the biggest change — our customers desire personalized, targeted experiences that respect the relationship they have with Walmart.
How do you stay innovative in the evolving world of retail?
Getting out and visiting stores, spending time scouring retail online and talking to customers. Things are changing rapidly in retail based on how customers shop.
What do you see as the top marketing trends?
Key trends driving our marketing include convenience, where our customers are on the go and want to experience Walmart in a multitude of ways but consistently; personalization and the recognition that we know our customers; and mobile access. Additionally, customers want experiences. Their expectations are increasing, and they want more than just transactions from the brands.
What woman do you admire most?
My mother, Susan. Raising three kids and enabling my father’s career (which moved us every six to seven years) took personal choices on her part to happen as it did. But never once did she indicate that she’d wished she’d done things differently. She embraced her role and, especially as we grew up, invested heavily in every community she was part of, giving back in tremendous ways. She personifies grace, balance and wisdom.
#SeeHer is an important initiative aimed at eliminating gender bias in media so women and girls see themselves accurately portrayed. This is critical for Walmart — we seek to reflect our customer in all we do. And given that our customers are as diverse as America, we stand behind any effort that eliminates bias of any kind.
What’s your favorite piece of advice to give? Or what is the best advice you’ve received?
The same advice my dad gave me: Always do what is right. Surround yourself with people smarter than you. And the best way to succeed is to focus on doing the role you are in currently to your best ability (versus focusing on the next).
What are you most proud of in your career?
Having the blessing to come to work at Walmart each day, to be part of retail during this time of incredible disruption at a company that stands so firmly behind our purpose of helping people live better — that is a once-in-a-career privilege.
Where do you want to take your career?
I want to do a really great job at the role I’m in. As long as I’m helping Walmart solve problems for our customers, then I’m in the right place.
https://www.aenetworks.com/perspectives/woman-to-watch-walmarts-brittney-duke
