When it comes to redefining how brands connect with customers, few do it as skillfully as Brock Manheim. As the head of brand partnerships at Walmart, Brock has pioneered innovative, evergreen programs that deepen emotional ties between Walmart and its customers.
Through initiatives like partnering with sports booking platform Break the Love to offer free pickleball court time to customers with every purchase, Brock is helping reframe Walmart as a modern, adaptive retailer that meets customers where they are and unlocks even more value — beyond low prices – to help them thrive in a changing world.
With a career that spans growing scrappy startups like The Infatuation into the most trusted restaurant discovery platform, and now shaping the future of partnerships for a Fortune 1 enterprise, he brings a unique blend of entrepreneurial energy and strategic discipline to the table. Named to our 2024 Marketers to Watch list, Manheim shared with us his vision for the future of partnerships, and why he believes great brands are built on the strength of authentic connections.
What’s a prediction you have for brand marketing or brand partnerships in the next few years?
As the focus shifts to Gen Z, I think we’ll see more evolution in how brands adapt. This audience behaves differently, and companies will need to evolve their value propositions to make real impact – whether by delivering something they need or fostering belonging around what they love. Brand partnerships can play a critical role here, bringing together two companies to create something unexpected and disruptive. But it can’t just be about flashy collabs anymore – younger consumers are more sophisticated and expect more authenticity from brands than ever.
Can you share a recent marketing insight you’ve learned and why it excites you?
According to Deloitte’s 2024 Digital Media Trends report, 58% of Gen Z say fandom for their favorite music artist is important to their identity and 41% feel the same about their favorite video game – compared to 50% and 35% for millennials. That level of passion is incredible and underscores how hungry Gen Z is to discover and participate in communities where they belong. And for marketers, this presents an exciting opportunity for us to tap into that energy and bring them closer to what they love.
What leadership muscle is most important for marketers to exercise?
Decisiveness. It’s critical to make informed decisions, commit to them with conviction, and follow through. This also includes testing ideas, scaling those that show promise, and pivoting quickly when the results aren’t there. Learning to say “no” more often than “yes” is equally essential. In a world of constant twists, turns, and inbound opportunities, marketers thrive when they focus their energy on high-value initiatives that deliver the greatest impact for customers.
What’s the most game-changing piece of career advice you’ve ever received?
Your network is your net worth. Relationships are everything. In partnerships, who you collaborate with is just as important as what you create together. And a bonus answer: Always have a point of view. Speak up with passion and conviction because ambivalence gets you nowhere.
What gives you energy and inspiration outside of work?
My wife and I recently welcomed our first baby, now an energetic 8-month old who keeps us on our toes! Outside of parenting, I’m a diehard sports fan (go Baltimore Ravens!) and an avid movie buff. Both fuel my creativity and inspire how I think about marketing, especially as we explore ways to connect with vibrant communities.
Marketers to Watch is a recognition series to spotlight highly innovative and forward-thinking marketing leaders in the community. If you have someone you’d like to nominate for the series, apply here.
