BENTONVILLE, Arkansas: The executive responsible for hiring - and subsequently firing - Wal-Mart's controversial former svp of marketing communications Julie Roehm, this week paid the price for rocking the marketing boat.

Chief marketing officer John Fleming(48), who both matched and despatched Roehm in addition to overseeing her negotiations with dismissed agencies DraftFCB and Carat, has been moved sideways to the post of chief merchandising officer.

He assumes responsibility for four of Wal-Mart's five product areas, including its troubled clothing business.

Current svp of marketing Stephen Quinn (47) steps up to become evp/cmo, an appointment insiders say signals a renewed emphasis on promotional marketing.

Data sourced from Wall Street Journal Online. additional content by WARC staff