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Wal-Mart names Roces to head ‘Store Experience’

New YorkWal-Mart Stores is creating a new organization it calls “Store Experience” to delve more deeply into store planning, space management, and the retailer’s store-of-the-community initiative.

Santiago Roces, who was most recently Wal-Mart’s Korea president, will be leading the initiative. He is relocating to company headquarters in Bentonville, Ark. Roces’ promotion is one of several appointments that make up Wal-Mart’s recently restructured marketing “dream team,” explained John Fleming, evp and chief marketing officer, during Wal-Mart’s presentation Wednesday at the Morgan Stanley Global Consumer & Retail conference here.

Since Fleming joined Wal-Mart about 18 months ago, the plan has been to “really upgrade the talent and to develop some core competencies in areas around the customer.”

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