The CPG Guys are joined in this episode by Rich Lehrfeld, SVP and General Manager of Walmart Connect International and Sam's Club Connect, the retail media business units of Walmart.

This episode was recorded in France at the 2026 Cannes Lions International Festival of Creativity.

Follow Rich on LinkedIn at: https://www.linkedin.com/in/rich-lehrfeld-776b7786/

Follow Walmart Connect online at: https://www.walmartconnect.com/

Follow Sam's Club Connect online at: https://www.samsclubconnect.com/

Rich answers these questions:

1. Now that you’re leading Walmart Connect alongside International advertising and Sam’s Club Connect, what does “one connected global advertising ecosystem” actually look like operationally — and how soon will advertisers feel the difference?

2. What capabilities or playbooks from Walmart Connect US are you most excited to bring into international markets, and conversely, what can Connect and international teach the core US business?

3. This is Sam’s Club Connect’s first time at Cannes Lions — what’s the headline message you want advertisers and agencies to walk away with?

4. How does a presence at Cannes fit into COnnect’s broader growth strategy, especially as it scales offerings like in-club, Omni Experiences, and audio/fuel screen ads?

5. The industry conversation is shifting from impressions and ROAS toward broader business outcomes — what does that shift look like in practice for how Walmart structures its advertiser partnerships?

6. What’s the biggest misconception brands still have about what “success” should look like in retail media today?

7. How does Walmart’s first-party data — and Sam’s Club’s membership model specifically — change the kinds of insights and long-term value you can offer advertisers compared to transaction-only data?

8. Where do you see the lines blurring most between media, commerce, and in-store/in-club experience — and which of those convergence points is Walmart investing in most aggressively right now?

9. With Walmart’s scale, data, and tech now spanning Walmart Connect, International, and Sam’s Club Connect, what’s your vision for the next big unlock for advertisers — and how do you think about translating that scale into measurable growth for both Walmart and your partners?

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Walmart Connect Int'l & Sam's Club Connect's Rich Lehrfeld: Driving Brand Growth Through Full Funnel Unified Advertising

The CPG Guys

Walmart Connect Int'l & Sam's Club Connect's Rich Lehrfeld: Driving Brand Growth Through Full Funnel Unified Advertising