Social Rocket
Lowe’s is bringing marketing and digital commerce closer together: since 1 September 2026, Jennifer Wilson has been Executive Vice President and Chief Marketing Officer, and in addition to brand and product marketing, media, loyalty, personalization and the Lowe’s Media Network, she now also oversees Lowes.com and the Marketplace. For marketers, the appointment matters mainly because it shows how strongly commerce, retail media and customer experience are growing together organizationally.
The promotion was announced in a Lowe’s-8-K filed with the SEC. The current Lowe’s leadership profile of Jennifer Wilson confirms that she leads the marketing and digital commerce organizations jointly.
Online sales become part of the marketing mandate
The organizational step comes at a time when Lowe’s online business is growing above average. According to Marketing Dive, online sales rose 2026 by 15,7 percent in the second quarter, while comparable total sales grew by only 0,2 percent.
Wilson justifies the combination with the desire for a more consistent customer experience. According to her, more than 80 percent of home improvement purchases now start online. At the same time, personalization is still often thought of by channel in many retail companies, for example separately in CRM, paid social or e-commerce. Lowe’s wants to unify this view more strongly.
This also shifts the role of the CMO: marketing no longer ends at reach or campaign planning, but extends to commerce, customer lifetime value and share of wallet. Social media is a good example. What used to be mainly upper-funnel can now translate directly into sales via creators, affiliate models and social commerce.
Retail media, loyalty and commerce intersect
For Lowe’s, the new structure is especially interesting because several data-rich growth systems already sit under Wilson. These include the MyLowe’s Rewards loyalty program, the Creator Network and the Lowe’s Media Network.
The retail media business already includes onsite ads, app placements and offsite activation via channels such as Google, Meta and Pinterest. Lowe’s had expanded its media network 2024 and linked it more closely with merchandising and marketing. With the new structure, commerce data, loyalty signals, media activation and personalization can be brought together more closely at the organizational level.
Similar moves are already visible in the market. Walmart is expanding Walmart Connect into a broader performance advertising platform, while Kroger is connecting retail data with TikTok, YouTube and CTV. These retailers want to offer not just ad space, but to make first-party data, audiences, media and transactions usable within a single system.
More assortment can also make media more efficient
Another interesting effect concerns the Marketplace. Wilson told Marketing Dive that additional Marketplace products can not only create new revenue opportunities but also increase organic search visibility. More assortment can thus indirectly help use paid search spending more efficiently.
This illustrates why commerce responsibility is becoming strategically relevant for marketing chiefs: assortment influences SEO, SEO influences paid media, customer data influences personalization, and retail media in turn monetizes the audiences and purchase intent that emerge from it.
Lowe’s creator strategy adds another layer. The company has 2026 expanded its creator program and now also lets creators submit product ideas. Srocket had already analyzed how Lowe’s uses NFL stars as macro influencers for Gen Z. Under a shared commerce and marketing umbrella, such creator activations can move much closer to assortment, loyalty and transactions.
What marketers can take away
Lowe’s reorganization is not proof that every CMO will have to take over e-commerce in future. It does show where large marketing organizations are heading: away from isolated channels and toward shared responsibility for acquisition, data, media, customer experience and revenue.
This integration becomes more important especially for retailers with their own retail media networks. Those who can build audiences based on real purchase data and measure advertising through to the transaction have an advantage over marketing structures in which media, loyalty and commerce work separately.