By Shelly Banjo 

Wal-Mart Stores Inc.'s chief merchandising officer is expected to announce his departure from the retailer just days before the annual Thanksgiving shopping frenzy known as Black Friday, people familiar with the matter said.

Duncan Mac Naughton joined Wal-Mart in 2009 as chief merchandising officer of Wal-Mart Canada and moved over to the merchandising operations at the U.S. business in 2010.

The chief merchant plays a key role at any store chain, deciding on retailing strategy and choosing which products to promote to drive sales. Along with the rest of Wal-Mart's U.S., division, Mr. Mac Naughton has struggled to boost sales during two straight years of declining shopper traffic. In the quarter ended Oct. 31, the retailer posted its first sales increase since 2012, with a 0.5% gain excluding newly opened or closed stores.

A Wal-Mart spokeswoman declined to comment. Mr. Mac Naughton didn't answer a request for comment.

The executive, who has worked in the retail and the consumer packaged goods industries for more than 25 years, was considered a potential successor to lead Wal-Mart's U.S. business when U.S. CEO Bill Simon announced his resignation in July, according to people familiar with the matter. The U.S. division has more than 4,300 stores and last year brought in $279 billion in sales.

But Mr. Mac Naughton was passed over for the job in favor of Greg Foran, a New Zealander who had been running Wal-Mart's Asia division. Mr. Foran was appointed to the top job in July. Earlier this week, the company changed the reporting structure of the marketing division so the chief marketing officer would report directly to Mr. Foran, rather than to Mr. Mac Naughton, the people said.

This holiday season, Wal-Mart launched more than a week of deals ahead of the Thanksgiving holiday to encourage consumers to shop early and spend their dollars with the retailer.

Write to Shelly Banjo at shelly.banjo@wsj.com

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