Lowe’s Cos. Inc. announced the promotion of a senior vice president who will serve as its new chief marketing officer. Jennifer Wilson will add chief marketing officer to her title, taking over responsibilities including strategy, loyalty and personalization, promotional planning, creative, media and retail media operations.

In her role, Wilson will oversee Lowe’s retail media network, which is branded as the One Roof Media Network.

Lowe’s ranks No. 11 in the Top 1000, Digital Commerce 360’s database of North America’s online retailers by web sales. The retailer is in the Hardware & Home Improvement category.

Jennifer Wilson’s duties as Lowe’s chief marketing officer

Jennifer Wilson, senior vice president, chief marketing officer at Lowe’s | Image credit: Lowe’s

“Jen’s extensive marketing, merchandising and home improvement experience positions her well for this expanded role,” said Marvin Ellison, chairman and CEO at Lowe’s, in a statement released June 11. “She’s consistently moving Lowe’s forward, as recently demonstrated by the successful launch of our MyLowe’s Rewards loyalty program and Lowe’s retail media network.”

Wilson’s promotion was made effective as of June 10. She will report to Bill Boltz, executive vice president of merchandising at Lowe’s, according to details the retailer released.

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. 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.

In addition, Wilson will work on strategic brand and product marketing, as well as growing a customer experience integration organization within Lowe’s.

“Jen brings a data-driven approach and is helping us develop a deeper understanding of the customer,” Ellison said.

Wilson’s background in marketing and at Lowe’s

Wilson’s most recent title at Lowe’s was senior vice president, enterprise brand and marketing. Before that, she served in vice president positions, with portfolios including integrated marketing, merchandising and paint. Prior to Lowe’s, she also worked in marketing and advertising for agencies including Luquire George Andrews, St. John & Partners and Akhia.

“I am humbled and excited for the opportunity to continue elevating this great brand by leading a talented team of people who are customer and data obsessed,” Wilson said. “Working together with the exceptional talent across the business, our goal is to continue to unlock value for our customers while delivering business results for Lowe’s.”

Currently, she also holds a board of directors seat on the Ad Council.

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