True Value names a new CMO

True Value has a new chief merchandising officer in Heath Ashenfelter, who has been promoted from his most recent role as divisional VP merchandising.

Ashenfelter will assume the official title of VP, CMO, in which he will play a lead role in crafting the customer experience.

“It gives me great pleasure to fill this critical position from within our organization," said president and CEO John Hartmann. "Under Heath’s leadership, True Value has successfully implemented comprehensive strategies to grow our outdoor business and evolve the Green Thumb brand."

Ashenfelter has been with True Value since 2011. He has served in roles with increasing responsibility, including global product merchant. He has successfully led cross-functional teams focused on EDLP, New Items, Seasonal Inventory and Value Density.

Ashenfelter also previously served as national sales manager at Ellsworth Adhesives, and he spent 10 years at The Scotts Company, where he worked with major hardware, home improvement, mass market, grocery and drug retailers driving significant sales increases year over year.