Drew Walls

Collaborating with Industry Leaders

Supporting top retailers and brands in CX transformations, from in-store activations to global SaaS partnerships.

About Me

Dynamic executive with 15+ years in Vice President-level leadership, driving SaaS, BPO/CX outsourcing, retail media, and enterprise growth for Fortune 100 clients (Walmart, Sam's Club, Teleperformance, Amazon). Expert in revenue acceleration, scaling multimillion-dollar programs, 7,000+ device deployments, and global partnerships.

I excel at converting strategic vision to execution via product roadmaps, Agile/Scrum, AI/automation, and cross-functional teams. Proven in digital transformation, customer success, and market disruption, delivering sustained revenue growth, client retention, and operational excellence.

Throughout my career, I've lived by the mantra: Start with CX and work backwards—delivering sustained growth, client retention, and market disruption.

Professional Experience

Director of Client Leadership / Head of Strategic Client Growth Wovenmedia

May 2021 – Present

Spearheaded national retail media scaling, closing $5.5M in annual recurring revenue, expanding into Sam's Club and Fortune 100 retailers, and deploying 7,200+ digital endpoints with 99%+ uptime.
Exceeded 2024 P&L by $2M via labor optimization, vendor negotiations, and AI-driven automation reducing manual effort by 35%.
Launched Power BI analytics suite and self-service dashboard, enabling programmatic ad analysis, operational planning, and omnichannel monitoring for executive insights.
Forged Amazon and Teleperformance partnerships, co-creating DMaaS model to unlock BPO/CX licensing and white-label revenue streams.
Championed Android compatibility and Overlay tool, accessing 50%+ global DOOH market and boosting shopper conversion.
Led SaaS roadmap, MSA/SOW negotiations, RFP responses, and QBRs to secure renewals and long-term partnerships.

Strategic Account Manager Sonoco Display & Packaging

Mar 2018 – May 2021

Closed $14M in enterprise new business with Walmart and Albertsons, owning full deal lifecycle from RFP to negotiation, contract execution, and program launch.
Scaled Walmart revenue 20x+ over two years (from $200K to $4M), delivering 1,050% YoY growth in year one and 74% in year two through strategic account expansion.
Secured $8M omnichannel marketing contract with Albertsons, expanding Sonoco's enterprise footprint and establishing it as a key strategic retail partner.
Built and managed $20M+ qualified pipeline with 90%+ forecast accuracy, driving consistent revenue delivery and enterprise opportunity realization.
Led Walmart's largest in-store activation (Keurig Black Friday), orchestrating national execution in 2018-2019 and setting benchmarks for scale, impact, and operational excellence.

Account/Operations Lead, Client Leadership The Mars Agency

Aug 2014 – Nov 2017

Directed Walmart Associate Marketing and GCIA initiatives, including Happy To Help program development; managed full P&L, forecasting, and executive reporting for enterprise-scale operations.
Oversaw $50M+ Bentonville portfolio (Campbell's, T-Mobile, Samsung, Walmart, Sam's Club), enforcing financial governance, strategic prioritization, and cross-category marketing impact.
Co-authored Walmart's inaugural Customer Journey framework, defining shopper segments, trip types, barriers, and behaviors—adopted enterprise-wide as the foundation for marketing strategy.
Partnered with Walmart's GCIA to elevate internal advisory role, authoring brand guides and synthesizing Nielsen/IRI insights into executive deliverables for Marketing and Merchandising.
Implemented enterprise resource governance across business units using 30/60/90 forecasting and Agile tools (Jira/Confluence), reducing turnaround times by 22% and enhancing transparency.

Manager, Client Services Mosaic North America

Feb 2012 – Jul 2013

Directed in-store merchandising for Walmart's Video Game category, aligning publisher ROI with retailer sales goals to drive measurable category growth and revenue uplift.
Forged strategic partnerships with Sony, EA Sports, Take-Two Interactive, and Disney, providing thought leadership, activation strategies, and cross-functional planning to strengthen relationships.
Authored field deployment manuals for signage, merchandising, and events, ensuring consistency, compliance, and success across hundreds of Walmart promotional activations.
Led program budget management, achieving margin targets, profitability, and disciplined accounts receivable oversight for large-scale merchandising initiatives.

Strategic Sourcing Marketing Consultant Walmart

Feb 2011 – Feb 2012

Served as founding member of Walmart Marketing's first Vendor Management team, architecting sourcing strategies and contract governance frameworks to establish enterprise standards.
Co-developed and launched Aprimo-powered vendor capabilities portal, centralizing evaluation, benchmarking, and governance for the marketing supplier ecosystem.
Negotiated contracts yielding $5.6M in annual recurring savings, enhancing vendor accountability, cost reductions, and long-term partner performance.
Directed enterprise RFP processes across Marketing, Creative, Private Label Packaging, and Brand Activation, aligning vendors with strategic growth and operational priorities.

Marketing Manager, Customer Experience Division Walmart

Dec 2008 – Jan 2011

Selected as 1 of 7 PMs (from 40+) to launch Walmart's inaugural Customer Experience Division, integrating marketing, floor planning, merchandising, and fixturing into a national strategy.
Standardized brand-led signage nationwide, eliminating fragmented displays and laying the groundwork for Walmart's modern, cohesive shopper experience.
Directed Electronics May Modular Reset, designing kitting macros aligned to store schematics to minimize waste, cut costs, and boost execution accuracy across thousands of locations.
Acted as strategic liaison between vendors (PlayStation, Xbox, major CPGs) and internal teams, ensuring unified brand identity in national resets.
Led multi-category signage programs (Entertainment, Toys, Books, Electronics), aligning communications with Walmart's shift to a data-driven, customer-centric retail model.

Work Examples & Press

Featured work, media appearances, and industry thought leadership.

Wovenmedia & Amazon Signage Partnership

Press Release | WhatTheyThink

Integrated digital signage solution for in-store retail media networks, combining Wovenmedia's platform with Amazon's advertising capabilities.

Holographic 3D Retail Media Partnership

Industry News | Digital Signage Today

Partnership with Magnetic 3D to deliver cutting-edge holographic displays for enhanced shopper engagement in retail environments.

OLYN's Recycling + Retail Media Integration

Partnership Announcement | Digital Signage Today

Innovative partnership bringing advertising to recycling machines through Wovenmedia and Vistar Media collaboration.

Bentonville Innovation Lab Expansion

Company News | Multichannel Merchant

Wovenmedia expands Bentonville presence with new office and technology innovation lab to better serve retail clients.

Walmart Black Friday 2018 Success

Featured Project | Walmart Corporate News

Played key role in Walmart's best Black Friday execution, including Keurig's largest in-store activation coordinating thousands of locations.

AVNetwork: Navigating Digital Signage

AVIXA TV: Digital Signage Success at Big Box Retail

Video Interview | AVIXA

How Wovenmedia and Sharp NEC partnered to create scalable digital signage solutions for major retailers.

Watch Video

Reaching Shoppers with Retail Media Networks

Thought Leadership | Wovenmedia Blog

Strategic insights on leveraging retail media networks to connect with in-store shoppers at the point of purchase.

Read Post

Innovations & Projects

LeadForge AI

Architected Python/Flask-based platform with Flutter UI, CrewAI agents, and Serper integration for real-time retail media intelligence. Implemented memory graphs and filtering to score opportunities, map influencers, and integrate LinkedIn profiling with PowerBI dashboards.

DMaaS Invention

Invented Digital Media as a Service for Teleperformance, blending digital media with BPO to capture more retail client opportunities—leading to strategic RFP partnerships and new revenue streams.

E3-Driven Game Launches

Transformed expo insights into Walmart activations, introducing novel merchandising strategies that elevated publisher ROI through creative in-store experiences.

3D Modeling Process

Pioneered 3D reviews with Adobe Dimension for faster POP display approvals, streamlining creative workflows.

Customer Journey Framework

Co-authored Walmart's inaugural framework, defining shopper behaviors enterprise-wide and establishing the foundation for modern marketing strategy.

UN Sustainability Project

Led trinational team for monarch butterfly migration education initiative, engaging 10,000+ secondary students across Canada, U.S., and Mexico.

Skills

Leadership & Strategy

Strategic Account Growth
Executive Stakeholder Engagement
P&L Ownership
Go-to-Market Strategy
Digital Transformation Leadership

Sales & Growth

Enterprise Sales
Business Development
Revenue Expansion
Complex Deal Cycles (MEDDIC)

Technical & Operations

Product Roadmaps
Agile/Scrum Delivery
AI/ML Automation
API Integrations
Python/Flask Development

Industry Expertise

SaaS Solutions
BPO/CX Outsourcing
Retail Media Networks
Omnichannel Strategy
Programmatic Advertising

Tools: Salesforce, Power BI, Tableau, Excel (Advanced), Jira, Confluence, Google Workspace, Microsoft 365, Slack, Python/Flask, RFP/RFI, MSAs/SOWs, MEDDIC, Customer Journey Mapping.

Education

Bachelor of Science, International Business

Arkansas State University, Jonesboro, AR

2003 – 2007

Global Internship, International Business

Universidad de Monterrey, Monterrey, Nuevo Leon, Mexico

2007

Senior Project Developer

United Nations, Comité Norté

Feb – Jun 2007

Led multicultural internship team in designing a trinational sustainability project spanning Canada, the U.S., and Mexico, covering a 3,000-mile monarch butterfly migration route.

Contact Me

Let's discuss how I can help transform your retail strategy and drive enterprise growth.

walls.drew@gmail.com

(479) 936-0114

linkedin.com/in/drewwalls

Transforming Retail Through Customer-Centric Innovation