• by Tanya Gazdik , June 11, 2024

Lowe’s has promoted one of its longtime marketing executives to chief marketing officer. 

Jennifer Wilson, who most recently served as senior vice president of enterprise brand and marketing, has been named senior vice president and chief marketing officer.

“In her expanded role, Wilson will oversee strategic brand and product marketing, loyalty and personalization, promotional planning, creative, media and Lowe’s retail media network,” according to Chain Store Age. “She will also build out a new customer experience integration organization designed to deliver end-to-end customer journeys to better meet the needs of Lowe's customers.”

Wilson will continue to report to Bill Boltz, executive vice president of merchandising, and remain focused on delivering integrated marketing and merchandising strategies. 

“As CMO, Wilson plans to build a ‘new customer experience integration organization’ meant to streamline customer journeys and overall consumer experience,” according to HBS Dealer. 

Wilson has more than 20 years of combined experience in marketing and merchandising. She joined the home improvement retailer -- where she has held multiple positions -- in 2006.

“She will take the lead at Lowe’s One Roof Media Network in a year when other competitors, including Home Depot and Walmart, are also building out their retail media capabilities,” according to Digital Commerce 360. “In March, Google announced Lowe’s as the first beta partner for its own off-site retail media solution. That beta program will leverage Google’s Search Ads 360 product for offsite retail media campaigns, thus extending the reach of networks — like the one Lowe’s operates — to additional third-party channels.”

Marisa Thalberg, Lowe’s last CMO, left the company in 2022 as part of a reorganization. 

“Thalberg oversaw several high-profile campaigns, including TV commercials on ESPN during the NFL Draft,” according to CNBC. “Thalberg previously reported directly to CEO Marvin Ellison.”

At the time, the retailer said it was eliminating the position and moving marketing under Boltz. The reorganization included promoting Wilson to the position she held before being named CMO.