Table of Contents
BENTONVILLE, Ark. — As the first-ever chief experience officer for Sam’s Club, Diana Marshall is responsible for creating differentiated, seamlessly connected, world-class experiences that foster deep relationships with members. Her role evolved into this position in January, after serving for almost two years as Sam’s Club’s chief growth officer.
In that role, Marshall had focused on identifying, developing and growing diverse revenue streams including membership income, e-commerce, MAP (retail advertising business) and financial services. Her portfolio as chief experience officer encompasses membership, product and design, marketing and personalization, MAP, financial services, and data and business insights.
In a recent post on LinkedIn, Marshall commented on Sam’s Club’s performance in fiscal 2025: “We continued to grow our membership base, with increased penetration of Plus members — an achievement that reflects our commitment to delivering value and seamless shopping experiences. It’s no surprise that Sam’s Club was recently ranked No. 1 among retailers in customer satisfaction in the latest American Customer Satisfaction Index. This recognition reflects our dedication to listening to our members and delivering what they need.”
Before joining Sam’s Club in March 2023, Marshall worked at Walmart U.S. for 18 years, starting out as a replenishment trainee in consumables. While working in replenishment, she partnered with the supply chain team to create new inventory flow methods. She has also led the merchandising teams for categories ranging from hardware and paint to sporting goods to infants.
In 2022, Marshall transitioned to the operations team, serving as executive VP of the Southwest Business Unit, overseeing five regions across 12 states. In that role she managed approximately 750 Supercenters and 225,000 associates, and also had responsibility for the Walmart+ store experience.
