HOBOKEN, USA // As Head of Experiential Marketing and Cultural Engagement at Walmart, Allison Barrie Rand is responsible for the strategy, development, and execution of special experiences and partnerships that bring dimension to the brand’s “Live Better” promise and penetrate the cultural zeitgeist. Since joining Walmart in 2022, Allison has been integral in developing the brand’s experiences platform aimed at shortening the distance between inspiration & commerce, while identifying new ways to deepen the relationship with the next generation of customers. In her tenure at Walmart, Allison has dramatically expanded Walmart’s experience touchpoints, including partnerships with BET Experience & BET Awards (2024), Pharrell’s Something in the Water Festival (2023-24), and REVOLT World (2023-24)… plus many more.

Prior to her current role, Allison served as Director of Entertainment Experiences at American Express where she spent 8.5 years leading artist partnerships, the Amex Presale program, and award-winning live + digital experiences. Highly regarded by her peers & partners, Allison was recently featured on Event Marketer’s inaugural Watch List for her work in elevating Walmart’s live experiences. She has also been featured in publications such as Muse by Clio, Event Marketer, and a 2018 Forbes article – highlighting her work across festival experiences and the development of key programs that strengthen the pipeline of women’s leadership in the entertainment industry. Allison began her career after earning a degree in Marketing and Communications from the Wharton School of Business at the University of Pennsylvania in 2013. Born and raised in Stamford, CT, Allison now lives in Brooklyn, NY.