In addition to his UK duties, Bendel will be responsible for Wal-Mart's marketing strategy in 14 countries, including Canada, Brazil and China, with the aim of reinforcing its price leadership message in each.
In February Bendel was promoted from marketing director to chief marketing officer at Asda. The following month, the supermarket appointed Mark Sinnock as its marketing director and former McCain Foods' marketer Simon Eyles as head of Asda brand marketing. Sinnock had previously worked in the marketing teams at O2 and NTL, before joining ad agency Fallon in 2004.
Bendel joined Asda in 2006. He was previously chief operating officer at Publicis, which then held the Asda ad account.
Bendel will remain based in Leeds and will continue to report to Asda chief executive and president Andy Bond.
Bond said Bendel's expanded role will enable him to share his marketing expertise and customer insight. 'Our growth over the last three years has been built on the foundations of a fully integrated marketing strategy. As a result we have further extended our price leadership [and] become far more customer-focused,' he added.
Asda's share of the grocery market hit its highest level to date at 17.5% in the 12 weeks to 22 March, according to TNS Worldpanel.
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