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Orgill hired Scott Wakeman as executive vice president and chief marketing officer on Nov. 2, 2026. He will lead the distributor’s marketing and communications organization and help guide marketing services for its independent retail customers.
Orgill has hired Scott Wakeman as its executive vice president and chief marketing officer, bringing a marketing executive with experience in consumer brands, advertising and sports to the distributor. Wakeman joined the company on Nov. 2, 2026, and will oversee its marketing and communications organization, including programs intended to support the independent retailers Orgill serves.
In the role, Wakeman will lead marketing, branding and communications at Orgill and guide and support related retail service programs for the company’s customers. Orgill said its marketing and communications organization is continuing to evolve and grow to meet the needs of the company and its customers. The company did not announce any organizational changes beyond Wakeman’s appointment.
Before joining Orgill, Wakeman was vice president of brand strategy at Inspire Brands. Hardware Retailing reported that he led turnaround efforts for Sonic, which it described as the second-largest brand in Inspire’s portfolio. Earlier roles included leadership positions at Colgate-Palmolive and L’Oréal Cosmetics, followed by work at Grey Worldwide. He later led marketing and branding efforts for Bacardi and the Houston Astros.
Orgill President and CEO Boyden Moore said Wakeman’s experience across consumer packaged goods, advertising agencies and consumer-facing businesses suited him to the job. Moore identified private-label brands, internal marketing and communications, retailer marketing services and customer events as areas relevant to the role. Wakeman said he plans to work toward greater alignment across Orgill’s branding and marketing and to expand a centralized marketing services platform for customers.
Marketing Support for Independent Retailers
The appointment puts a senior marketing executive in charge of work that Orgill says serves both its own business and its network of independent retailers. The distributor’s responsibilities in this area include internal communications and branding as well as services retailers can use to market their businesses. Wakeman’s remit therefore reaches beyond Orgill’s corporate messaging.
Moore also linked the role to Orgill’s private-label brands and customer events. A more coordinated marketing organization could shape how those initiatives are managed and how retailer services are delivered. That is the stated direction of the appointment, not a report of results: Orgill has not announced specific new programs, targets or changes in customer services under Wakeman.
For independent retailers, the practical impact will depend on what the company develops and makes available. Wakeman’s comments point to a centralized platform that can expand with customers’ needs, but no launch schedule or details about its offerings were provided. The appointment signals leadership attention to that work, while the effects on retailers remain to be seen.
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Wakeman’s Brand and Agency Experience
Wakeman’s career spans several parts of marketing. According to Hardware Retailing, he held leadership roles at Colgate-Palmolive and L’Oréal Cosmetics, then worked at the advertising agency Grey Worldwide. He subsequently led marketing and branding efforts for Bacardi and the Houston Astros before joining Inspire Brands as vice president of brand strategy.
That background is relevant to Orgill’s description of the position, which combines corporate marketing with support for retailers and customer-facing events. The company sells to independent retailers, making services that help those businesses compete a stated part of the CMO’s remit. The source report does not provide details about Wakeman’s specific projects at his prior employers beyond his work on Sonic turnaround efforts at Inspire.
Orgill presented the appointment as part of the continued development of its marketing and communications organization. The report does not say whether the company previously had a CMO, how the team is structured, or whether Wakeman’s arrival follows a departure or a newly created position. Those details limit what can be inferred about the scale of the internal change.
“We are very excited to add Scott to our executive team.”
— Boyden Moore, Orgill president and CEO
Program Details Remain Unannounced
Orgill has not disclosed specific changes to its marketing services, a timeline for expanding the centralized platform, or how customers will access any future additions. The company also did not give performance targets or explain how it will measure whether the new approach benefits retailers.
The report does not identify the size or structure of the team Wakeman will lead, whether other executives’ responsibilities will change, or whether his appointment fills an existing vacancy. It also does not provide further detail about his work at Inspire Brands beyond the reported Sonic turnaround efforts. These points remain unconfirmed in the available announcement.
Orgill’s Marketing Plans Ahead
Wakeman has joined Orgill and is expected to oversee the marketing and communications organization as it develops. The company’s announcement sets out broad priorities—branding, private-label marketing, retailer services, communications and customer events—but does not name a first initiative or provide a timetable.
Further information from Orgill would clarify what the proposed centralized marketing services platform will include and how it may change support for independent retailers. Until the company provides those details, the immediate confirmed development is Wakeman’s appointment and the remit Orgill has assigned him.
Key Questions
Who is Orgill’s new chief marketing officer?
Scott Wakeman joined Orgill as executive vice president and chief marketing officer on Nov. 2, 2026.
What will Wakeman oversee at Orgill?
He will lead Orgill’s marketing and communications organization, including branding and support for marketing services provided to the company’s retail customers.
Where did Wakeman work before Orgill?
Most recently, Wakeman was vice president of brand strategy at Inspire Brands. His earlier experience includes Colgate-Palmolive, L’Oréal Cosmetics, Grey Worldwide, Bacardi and the Houston Astros.
Will Orgill change its services for independent retailers?
Wakeman said he wants to expand and enhance a centralized marketing services platform, but Orgill has not announced specific service changes, a launch date or customer-facing plans.
Source: hardwareretailing.com
