Frito-Lay Exec Set to Join Wal-Mart

DALLAS Frito-Lay chief marketing officer Stephen Quinn is moving to Wal-Mart as senior vice president of marketing, company officials said.

Quinn’s hiring marks a further shift in the marketing approach of the world’s largest retailer, sources said. In hopes of projecting a more upscale image, Wal-Mart has de-emphasized pricing in its advertising while promoting image, even breaking its first ads in Vogue magazine.

The Bentonville, Ark.-based company in March hired John Fleming, a former marketing executive from rival Target Stores, to replace the retiring CMO Bob Connolly.