Sam’s Club has hired Chris Curtin as its new chief marketing officer (CMO). 

Curtin joins from Bank of America, where he served as svp and head of digital, social, and rewards since 2022. Before that, he worked as chief brand and innovation marketing officer at Visa. Curtin also held marketing and media roles at Hewlett-Packard and Disney earlier in his career.

He succeeds vp of marketing W. Joe DeMiero, who took over as interim CMO following Ciara Anfield’s resignation last year. 

As CMO, Curtin will be responsible for all marketing functions, including creative, strategy and planning, channel activation, creative operations, social, brand strategy, and more. He will report directly to Diana Marshall, evp and chief experience officer at Sam’s Club.

The new hire comes as Sam’s Club looks to grow its business. Over the next eight- to ten-year period, Sam’s Club aims to double its membership program, open new stores, and grow its ecommerce sales. The retailer is also investing more in technology like Scan & Go app feature and personalized advertising.

“When a member has a meaningful, positive interaction with an associate, they’re more likely to renew and stay loyal,” Chris Nicholas, president and CEO, said in an internal meeting. “We’re building a culture that supports our associates as much as our members because that’s how we win.”

While annual membership fees have accounted for nearly 50% of Sam’s Club’s merchandise sales growth over the last two years, potential challenges loom with rising tariffs.

Sam’s Club reported $22.1 billion in net sales for its first quarter of fiscal 2026, a 2.9% year-over-year increase.