Asdas Bendel takes international Wal-Mart role

Global retail group Wal-Mart has promoted Asda marketing head Rick Bendel to a new role of international chief marketing officer.

Bendel (pictured) will take responsibility for all 14 Wal-Mart territories outside of the US in the new role. Bendel was recently named chief marketing officer for Asda as part of a senior management reshuffle at the retailer in February.

The role has been designed to allow Bendel to provide “strategic support” on issues such as “price leadership” and “optimising effectiveness” of marketing operations to the chief marketing officers in 14 countries including Canada, Brazil and China.

Bendel, who joined ASDA three years ago as marketing director from advertising agency Publicis, then the Asda incumbent, will remain as the retailer’s chief marketing officer and will continue to be based in Leeds reporting to ASDA CEO and President Andy Bond.

Bond described the promotion as a “great endorsement of Asda’ by parent company Wal-Mart, adding the supermarket’s growth since Bendel joined has been “built on the foundations of a fully integrated marketing strategy.”

Mark Sinnock, former chief strategy officer and partner at current Asda agency Fallon, left his post to take over as Asda marketing director in March following Bendel’s promotion.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here