Soft N Dry TreeFree Diaper Appoints Former Walmart Buyer as Head of US Sales

Transformative Addition to the Soft N Dry Team

Soft N Dry Diapers Corp. and Soft N Dry de México, a global innovator in tree-free disposable baby diapers, have appointed long-time Walmart buyer Julia Turley as Head of Mass Channel/Channel Sales for the USA and Mexico. Julia most recently served as Senior Baby Buyer for Walmart USA. She will now lead Soft N Dry’s Retail Consumer Connection Program, which aims to help mass retailers seamlessly integrate sustainable TreeFree Diaper™ products into their private label lines. Just a few days ago, Soft N Dry strengthened its European advisory team with Dr. Tanja Hacker, founder and CEO of the Retail Experts Group (www.retail-experts-group.com). Tanja previously held positions including Vice President at Lidl and Managing Director at Aldi Nord.

Julia Turley brings over 20 years of experience at Walmart, where she served as Senior Baby Buyer and Director of Merchandising. Julia is an experienced leader in merchandise management, private label strategy, and omni-channel growth. As Director of Merchandising at Walmart, she led the launch of exclusive brands such as Hello Bello, managed billion-dollar categories, and drove market expansion. Under her leadership, Walmart achieved over $100 million in procurement savings while simultaneously expanding its position in the highly competitive baby products market.

Matthew Keddy, CEO of Soft N Dry, commented: “Julia is a transformative addition to the Soft N Dry team. Her extensive experience as Senior Baby Buyer at Walmart and her proven success in expanding private label programs make her the ideal leader to drive the introduction of our TreeFree Diaper™ product line in mass retail. Julia’s appointment underscores our commitment to expanding in the US and Mexican markets while helping retailers meet the growing consumer demand for sustainable baby products.”

Julia Turley stated: “Soft N Dry’s innovative TreeFree Diaper™, powered by econoLiite Core™, perfectly aligns with today’s demand for high-performance, sustainable, and affordable private label baby diapers. I look forward to working with mass retailers in the US and Mexico to expand private label partnerships and bring these groundbreaking products to shelves.”

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