Diana Marshall

Diana Marshall is best known for architecting and scaling Sam's Club's Member Access Platform (MAP), the Walmart-owned warehouse club's proprietary retail media network. She has held senior leadership roles at Sam's Club including Chief Growth Officer and EVP & Chief Experience Officer, with MAP remaining a core part of her portfolio throughout. Her work has positioned Sam's Club as a distinctive competitor in the retail media landscape by leveraging the club's membership model to deliver deterministic, consented first-party data tied to verified purchase behavior — a compelling differentiator for advertisers navigating identity signal loss in a post-cookie environment. Marshall has been instrumental in building MAP's closed-loop measurement capabilities, expanding its suite of advertising products across digital and in-store channels, and growing its base of brand partners. Her emphasis on the unique value of membership data — where every transaction is tied to a known, verified member — has helped Sam's Club carve out a differentiated position against larger retail media players such as Amazon Advertising and Walmart Connect. Her leadership reflects a broader industry shift toward first-party data-driven, performance-oriented media. Her career has spanned digital marketing, media strategy, and retail advertising, with a consistent focus on connecting brands to consumers through data-driven solutions. As her title evolved from Chief Growth Officer to EVP & Chief Experience Officer, her scope expanded beyond media monetization to encompass the broader member experience, reflecting Sam's Club's recognition that advertising and membership value are deeply intertwined in a successful retail media strategy.

Last updated Jul 10, 2026 by ATDb automated enrichment