Asda’s chief marketing officer, Rick Bendel, today 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 US.

Bendel, who joined Asda three years ago, will remain as Asda’s chief marketing officer and will continue to be based in Leeds reporting to Asda CEO and president Andy Bond.

He will continue to oversee all Asda’s marketing operations and 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.

Andy Bond, Asda CEO and president said: “This announcement is fantastic news for both Rick and the wider team here in the UK. It is also a great endorsement of Asda by Wal-Mart.

“Our growth over the last 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 added: “It’s a tremendous honour to be given this extended remit to share best practice value communication developed here in the UK, and ensure it is implemented more widely across Wal-Mart.

“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. As such, this is not only a very proud moment for me but also my entire marketing team at ASDA.”