Soft N Dry appoints former Walmart buyer to head US channel sales

Soft N Dry Diapers Corp (Soft N Dry) and Soft N Dry de México, a global innovator in tree-free disposable baby diapers, has announced the appointment of Julia Turley as head of mass channel/channel sales for the United States and Mexico. Turley will lead the company's retail consumer connection programme (connection programme), designed to help mass retailers seamlessly integrate sustainable TreeFree Diaper products into their own private label lines.

Turley joins Soft N Dry with over 20 years of experience at Walmart, where she served as senior baby buyer and director of merchandising. Turley is a seasoned leader 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. Julia's leadership helped Walmart achieve over $100 million in procurement cost reductions while expanding its footprint in the highly competitive baby care market, the company said in a press release.

"Turley is a transformative addition to the Soft N Dry team," said Matthew Keddy, CEO of Soft N Dry. "Her extensive experience as a senior baby buyer at Walmart, coupled with her proven success in growing private label programmes, makes her the ideal leader to drive the adoption of our TreeFree Diaper product line in the mass retail channel. Turley’s appointment reflects our commitment to expanding in the US 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 programme initiatives in the US and Mexico, two key markets for the company's growth. Turley’s 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 US and Mexico to expand private label partnerships and deliver these groundbreaking and cost saving products to families."