Lowe’s Expands CMO Jen Wilson’s Role to Include Digital Commerce
Lowe’s has promoted Chief Marketing Officer Jen Wilson from senior vice president to executive vice president, adding digital commerce responsibilities to her portfolio. This move reflects the growing importance of online sales amid a challenging retail environment and aligns with broader industry trends where CMO roles increasingly encompass e-commerce and customer experience management. Wilson now oversees marketing, retail media, loyalty, personalization, and digital commerce through Lowe’s website and third-party Marketplace. Online sales grew 15.7% in Q2 2026 compared to a modest 0.2% increase in overall comparable sales. The promotion underscores the retailer's push for an omnichannel strategy that unifies customer data across all touchpoints. Wilson emphasized the need for end-to-end personalization and seamless digital experiences, noting how evolving technologies like AI are reshaping marketing strategies. Her expanded role also includes managing a loyalty program and retail media network—key components of modern CMO responsibilities.
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