BOSTON — Carter Cast will become president of on July 5, succeeding John Fleming, who was promoted to Wal-Mart Stores’ chief marketing officer in May.

Cast, 41, led marketing and merchandising efforts, including the relaunch of apparel in 2004, for the e-commerce division of $285 billion Wal-Mart Stores Inc. He left the company in March for a brief stint as chief marketing officer at online auctioneer eBay.

“The opportunity to return as the new president of — the company I had a hand in building — was one I couldn’t refuse,” Cast said in a statement. He will report to Fleming, and oversee the Web site’s daily function and expansion into new categories. The company did not immediately return a call seeking comment.

Wal-Mart has never disclosed revenues for its e-commerce site, but has said the site’s volume approaches that of a typical Supercenter, between $80 million and $120 million annually. is designed to supplement the store experience with additional product information for categories such as jewelry and electronics, as well as slightly pricier and more fashionable goods. The site experimented with cashmere sweaters last Christmas, for example. It also carries large items — mattresses, grills and hot tubs — that the stores don’t stock. In recent years, has expanded into music downloads, Internet service and photo processing, but pulled the plug on Netflix-style DVD rentals.

This story first appeared in the June 17, 2005 issue of WWD. Subscribe Today.

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