Creighton leads the Beauty business and strategy initiatives with responsibility for merchandising in stores and online for the U.S. market. In addition, he oversees transformation efforts in customer experience for Walmart stores and walmart.com. His team is currently leading an initiative to democratize Beauty at Walmart and accelerate a digital first and inclusive customer experience.
Under Creighton’s leadership, Walmart Beauty has launched several brands and initiatives including SpaceNK prestige beauty collection, AF 94, ITK, 4U by Tia, and ReLOVE by Revolution, as well as Walmart’s own accelerator program (Walmart Start), which has been able to accelerate and incubate some of the newest innovative and inclusive brands in market. These efforts plus several clean and digital initiatives form the basis of movement underway that is part of a very intentional strategy to grow Walmart’s authority in the Beauty industry. Walmart was named Mass Beauty Retailer of the Year at the 2022 Beauty Inc Awards.
Previously, Creighton was the Vice President of Wellness OTC. Under his leadership, Walmart successfully launched the GNC brand, grew and incubated direct to consumer brands ranging from Goli, Roman, and Vital Proteins, to Women’s Best and Aloha among many others. These efforts were part of a strategy to grow Walmart’s participation in the Wellness ecosystem.
Creighton has also served as General Manager for Strategy, Digital Product, and Analytics for Walmart U.S. Merchandising where his core responsibility was shaping and enabling merchant transformation through process and technology. He joined Walmart in 2008 and has worked in various roles in merchandising across the company including Apparel, Home, Consumables, and Food, where he has led several successful turnaround efforts, delivered large product launches and sustainability initiatives, and accelerated digital transformation.
Creighton is passionate about people and problem solving. When it comes to people, he believes in helping people reach their maximum potential. When it comes to problem solving, he believes spending the most time on what the problem is and proper “diagnosis” leads to fast and effective solutions, no matter how unconventional. Personally, he strives for physical, mental, emotional, and spiritual fitness. Professionally, this passion manifests itself to democratizing and enabling access to wellbeing for everyone. Outside of work, he spends time with his wife, three children, and foster kids. He is active in various events in the Northwest Arkansas community.
