Former Walmart Merchant Joins Soft N Dry Diapers
Soft N Dry Diapers Corp. has named Julia Turley as head of Mass Channel/Channel Sales for the United States and Mexico. She will lead the company's Retail Consumer Connection Program (Connection Program), designed to help mass retailers integrate sustainable TreeFree Diaper products into their private label lines.
Turley joins Soft N Dry with more than 20 years of experience at Walmart, where she served as senior baby buyer and director of Merchandising. She has experience in merchandising, private label strategy, and omni-channel growth.
As director of Merchandising at Walmart, she spearheaded the launch of exclusive brands like Hello Bello, managed multi-billion-dollar categories, and drove market share expansion. Turley helped Walmart achieve more than $100 million in procurement cost reductions while expanding its footprint in the competitive baby care market.
"Julia is a transformative addition to the Soft N Dry team," said Matthew Keddy, CEO of Soft N Dry. "Her extensive experience, coupled with her proven success in growing private label programs, makes her the ideal leader to drive the adoption of our TreeFree Diaper product line in the mass retail channel. Julia's appointment reflects our commitment to expanding in the U.S. and Mexican markets while helping retailers meet growing consumer demand for sustainable baby care products."
As head of Mass Channel/Channel Sales, Turley will oversee Soft N Dry's Connection Program initiatives in the U.S. and Mexico, two key markets for the company's growth. Her role will also leverage the company's production capabilities through Soft N Dry de Mexico, a critical innovation hub and production center supporting domestic markets and exports throughout North and Central America.
"I'm thrilled to join Soft N Dry at such an exciting time," said Turley. "The company's innovative TreeFree Diaper powered by econoLiite Core is perfectly aligned with today's demand for high-performance, sustainable, and affordable private label baby diapers. I look forward to working with mass market retailers in the U.S. and Mexico to expand private label partnerships and deliver these groundbreaking and cost-saving products to families."
