Retail Media Market: Lowe's CMO Jen Wilson Adds Digital Commerce to Remit

Lowe's promoted Chief Marketing Officer Jen Wilson to executive vice president, adding digital commerce (Lowes.com and Marketplace) to her portfolio, which already includes marketing, retail media, loyalty, and personalization. The move reflects the evolution of the CMO role towards end-to-end customer experience and revenue responsibility. Wilson highlighted the importance of unifying customer data for omnichannel personalization, noting that over 80% of home improvement shopping starts online. The retailer's online sales grew 15.7% in Q2 2026, outperforming overall comparable sales. Wilson emphasized the shift from traditional advertising to a more integrated approach, leveraging creator networks, loyalty programs, and retail media to drive revenue and customer lifetime value.