Diana Marshall

Diana Marshall serves as executive vice president and chief experience officer at Sam’s Club. In this role, she is dedicated to creating differentiated, seamlessly connected, world-class experiences that foster deep relationships with members. Her portfolio includes Membership, Product & Design, Marketing & Personalization, MAP (retail media), Financial Services, and Data & Business Insights—driven by innovation to ensure every member and associate interaction is meaningful and impactful.



Previously, Diana was chief growth officer at Sam’s Club, leading efforts to grow revenue streams such as membership, eCommerce, MAP, and financial services, with a focus on convenience as a key differentiator.



She began her Walmart career 20 years ago as a replenishment trainee and went on to lead merchandising teams across general merchandise and consumables. As EVP of the Southwest Business Unit for Walmart U.S., she oversaw 750 Supercenters, 225,000 associates, Walmart+ store experience, and operations for the Dallas Innovation Hub.



Diana holds a bachelor’s in business administration from Oklahoma State University and a master’s in operations management from the University of Arkansas. She serves on the national board of NextUp, is Vice Chair of the Walton Arts Center board, and holds NACD Directorship Certification.