Beth Bruce

Commerce Growth Advisory · Danville, CA

Independent advisory practice serving retail media networks, commerce technology companies, CPG brands, and agencies — growth strategy, positioning, and executive communications for the businesses building commerce media.

• Advise senior leaders on growth strategy, market positioning, executive communications, and media strategy.
• Write The Commerce Shift, a weekly intelligence brief on the biggest shifts across commerce, retail, media, brands, marketplaces, advertising, technology and AI.

Walmart · San Bruno, CA

Led global communications for Walmart's Enterprise Growth portfolio, including Walmart Connect U.S., Connect International, Walmart+, Sam's Club Connect, Data Ventures, and VIZIO. Supported Walmart's fastest-growing multi-billion-dollar businesses.

• Trusted communications advisor to Walmart's Chief Growth Officer and senior executive leadership, shaping enterprise positioning, executive messaging, investor communications, corporate reputation, and integrated communications strategy.
• Defined Walmart's enterprise growth narrative, unifying advertising, membership, commerce, and data into a cohesive enterprise story that strengthened executive positioning and reinforced Walmart's long-term growth strategy with investors, customers, partners, suppliers, and media.
• Led communications for Walmart's flagship business moments — including CES, Walmart+ Week, Cannes Lions, and global seller summits — elevating executive visibility and advancing Walmart's innovation and growth narrative. At Cannes Lions, generated more than 1B earned media impressions, 169 stories across top-tier business, marketing, and entertainment publications, achieved a 41% share of voice among commerce media competitors, and maintained 100% positive-to-neutral coverage.
• Built and led a geographically dispersed communications team through significant business transformation, strengthening operational excellence while developing future leaders through expanded ownership, executive exposure, and multiple internal promotions.
• Operationalized AI-enabled communications workflows that accelerated content development, media intelligence, executive messaging, and strategic planning, enabling the team to devote greater focus to executive counsel and enterprise initiatives.
• Directed proactive media strategy during periods of economic uncertainty and evolving trade policy, strengthening relationships with top-tier business media, protecting corporate reputation, and reinforcing Walmart's position as an innovation and growth leader.

Walmart · San Bruno, CA

Helped launch Walmart Connect, establishing the marketing and communications strategy, market positioning, and go-to-market narrative for what has become one of the world's fastest-growing retail media businesses.

• As one of the first 50 associates, established the brand and narrative strategy for Walmart Connect.
• Partnered with executive leadership to define value proposition, positioning, and messaging for advertisers and agencies.
• Built the foundational communications strategy, messaging architecture, sales narratives, and executive positioning that supported customer acquisition and long-term business growth.

eBay Advertising · Brisbane, CA

Built eBay Advertising's Field Marketing organization from the ground up, creating the strategy, operating model, and national programs that accelerated enterprise advertiser adoption among Fortune 500 brands and agencies.

• Led the marketing integration and organizational transition following the in-sourcing of Triad Retail Media, partnering across Sales, Marketing, Product, and Operations to unify teams, streamline processes, and support a new operating model.
• Designed the go-to-market infrastructure supporting a newly formed national sales organization, including sales enablement, onboarding, planning processes, customer engagement programs, and marketing operations.
• Developed integrated marketing programs that increased advertiser consideration and purchase intent by 33%, strengthening sales effectiveness and commercial growth.
• Built scalable marketing infrastructure, measurement frameworks, and cross-functional operating rhythms that improved execution and increased sales productivity.
• Partnered closely with executive leadership to align marketing investments with revenue priorities and accelerate advertiser growth.

eBay Advertising

• Developed go-to-market strategy and positioning for the eBay Commerce Network, strengthening market differentiation and supporting continued business growth.
• Managed strategic marketing initiatives supporting merchant services revenue goals and advertiser acquisition.
• Partnered with Product and Engineering to launch new advertiser tools and capabilities, translating complex product innovation into compelling customer messaging.
• Led cross-functional initiatives spanning sales, marketing, product, and operations to improve customer experience and commercial execution.

Exposure · TMW · Swirl · Gyro International

Progressive account leadership roles supporting integrated marketing and communications for Microsoft, T-Mobile, the Oakland Raiders, and other global consumer and technology brands.