Jen Wilson, previously responsible for marketing, retail media, loyalty, and personalization at Lowe’s, now takes on the role of Executive Vice President, with oversight also extending to digital commerce. Both Lowes.com and the company’s Marketplace will now fall under her leadership, signaling the retailer’s commitment to accelerating its digital transformation and responding to the evolving requirements of modern marketing executives in a digital-first world.
Company Management Structure Shifts with Expanded Digital Focus
Lowe’s made the announcement in June 2024, highlighting a reorganization that places digital commerce channels, such as the retailer’s proprietary website and its third-party Marketplace, at the heart of company strategy. This expanded portfolio for Wilson reflects Lowe’s increasing emphasis on digital initiatives. Previously, her focus was centered on traditional marketing disciplines, but this shift aligns her responsibilities with the demands of today’s digitally driven retail landscape.
As online purchases drive major growth for the company, these changes come at a pivotal moment. Although comparable sales saw only a 0.2% increase in Q2 2026, Lowe’s online business posted a much stronger performance, with a 15.7% surge. This outperformance is critical as Lowe’s confronts financial challenges, especially those stemming from persistent housing market issues and revised full-year forecasts reflecting the economic pressures facing DIY customers wrestling with elevated interest rates and housing affordability.
CMOs Take on Direct Revenue and End-to-End Experience
The expansion of Wilson’s position is one example of how chief marketers are increasingly accountable not just for branding and promotion, but also for integrating the customer experience across channels and driving significant topline results through digital commerce. According to industry experts, new technologies, including artificial intelligence, are pushing marketing leaders to oversee functions that were once handled by separate parts of the organization.
At Lowe’s, this philosophy underpins the rationale for a more unified customer view. As Wilson points out, “more than 80% of home improvement shopping starts online,” making it essential to blend insights from all touchpoints—whether CRM, paid social, or other channels. The objective is to realize “omnichannel, end-to-end personalization”—which she says is only feasible when marketing operates with holistic data connectivity throughout the organization, beyond just isolated marketing tactics.
Drawing on over twenty years at Lowe’s, Wilson observes that the traditional marketing funnel is losing relevance; consumers now move among in-store, online, and social brand interactions fluidly. Social media’s role, for instance, has grown from that of a branding platform to a channel that can drive immediate transactions, including via influencer campaigns and affiliate sales programs similar to Lowe’s creator network launched in 2023.
Marketplace Expansion Fuels New Revenue Streams
With her new purview in digital commerce, Wilson aims to unlock broader opportunities for the company. The expansion of the Lowe’s Marketplace introduces new product categories—such as above-ground pools—helping to attract incremental revenue. These efforts also bolster the company’s digital presence and SEO, which in turn increases visibility organically, minimizing the reliance on paid search advertising.
Furthermore, Marketplace growth makes it possible to appeal to new demographic groups, including more affluent consumers who seek exclusive, high-end merchandise on the digital platform. Wilson underlines the value of quickly responding to shifting customer needs in real time, stressing that, “The opportunities are just limitless.”
Emphasizing Organization-Wide Customer Advocacy
Wilson advocates for closer team collaboration and seamless data sharing across the retailer’s departments. Her approach promotes the removal of organizational silos, ensuring the customer journey is consistent regardless of touchpoint. She maintains that when marketing leaders prioritize “end-to-end” customer experience, teams naturally align behind unified objectives and function more cohesively.
Despite ongoing outside pressures, such as housing market strains, Wilson expresses confidence about the path forward. Her newly expanded role is not just a reflection of Lowe’s strategic direction, but also an indicator of how today’s CMOs increasingly combine digital commerce expertise with traditional marketing acumen and a customer-first lens to lead in the current retail environment.