Walmart's (NYSE:WMT) Director of Social Strategy Umang Shah is no longer with the company. He has accepted a new position as global director for social media and digital marketing at Campbell Soup Co.
It's a big loss for Walmart, who under Shah's leadership had grown social media engagement 84 percent. Shah helped the retailer use its online platforms to connect with consumers and generate sales. But perhaps more important, Shah's strategy has helped Walmart put a more positive face on the retailer.
"We've seen on the whole more and more people are positive about Walmart. Now the audience is jumping in and defending us using our talking points," Shah told eTail West attendees in March. "The goal is advocacy; that should be everyone's goal."
"Since I announced that I was leaving Walmart to join Campbell, I have heard a lot of 'soup' jokes," Shah wrote in a blog post on the Campbell website. "Then again, I heard 'People of Walmart' jokes when I joined Walmart. I even heard 'evil empire' jokes when I joined Microsoft. From my perspective though, digital is uniquely positioned to help brands reinvent themselves and change hearts and minds along the way, and that's no joke."
Shah had been with Walmart for the past two years. His new post at Campbell starts April 28. Prior to joining Walmart, Shah led social media efforts for Microsoft. In his new post at Campbell, Shah will report to Yin Rani, VP for integrated marketing.
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