Diana Marshall

Diana Marshall is a retail executive with a two-decade career at Walmart and Sam's Club, recognized for her expertise in omnichannel retail, supply chain management, and merchandising. Marshall began her career at Walmart as a replenishment trainee in consumables and advanced through a series of senior roles, collaborating with supply chain teams to develop new inventory flow methods and leading merchandising teams. Her experience spans omni merchandising and product development across general merchandise and consumables.

Before joining Sam's Club, Marshall served as executive vice president of the Southwest Business Unit for Walmart U.S. operations, overseeing five regions across 12 states and managing approximately 750 Supercenters and 225,000 associates. She also held responsibility for the Walmart+ store experience and provided operations oversight for the Dallas Innovation Hub, focusing on end-to-end transformation.

Marshall is executive vice president and chief experience officer at Sam's Club, where she leads efforts to create connected member experiences. She is the first person to hold the chief experience officer title at Sam's Club. Her portfolio includes Membership, Product and Design, Marketing and Personalization, MAP (the retail ads business), and Data and Business Insights, with a focus on leveraging innovation to enhance member and associate interactions. Under Marshall's leadership, Sam's Club has been ranked No. 1 among retailers in customer satisfaction in the American Customer Satisfaction Index.

Marshall is a frequent speaker on the future of retail, technology, and leadership, having presented at industry events such as NRF: Retail's Big Show and CES in Las Vegas. She has advocated for the use of generative artificial intelligence to streamline operations, noting that Sam's Club has eliminated tens of millions of tasks for associates through AI, positioning it as a tool that enhances both team and member experiences.

Marshall holds a bachelor's degree in business administration from Oklahoma State University and a master's degree in operations management from the University of Arkansas. She serves on the national board of directors for NextUp, a nonprofit focused on advancing women in business, is vice chair of the Walton Arts Center board, and holds NACD Directorship Certification. Marshall's background in retail operations, digital transformation, and customer experience positions her as a knowledgeable voice in the retail industry.