Why Lowe’s chief marketer Jen Wilson added digital commerce to her portfolio

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  "data": {
    "url": "https://www.retaildive.com/news/lowes-chief-marketing-officer-jen-wilson-leads-digital-commerce/830444/",
    "title": "Why Lowe’s chief marketer Jen Wilson added digital commerce to her portfolio",
    "author": "Chris Kelly",
    "excerpt": "The addition of Lowes.com and Marketplace to a purview that includes retail media, loyalty and personalization speaks to the evolution of the CMO role. First published on Lowe’s earlier this month promoted Chief Marketing Officer Jen Wilson from senior vice president to executive vice president, adding digital commerce to a portfolio that already includes marketing, retail media, loyalty and personalization, per details shared with sister publication Marketing Dive. The addition of digital commerce via the retailer’s website and third-party Marketplace offering to Wilson’s remit comes as online sales remain a bright spot amid a tough climate that has dragged on Lowe’s earnings . While comparable sales increased 0.2% in Q2 2026 , online sales were up 15.7%. The development also speaks to the continued evolution of the CMO role across industries. Chief marketers are increasingly asked to add responsibilities around commerce and customer experience as technology like artificial intelligence disrupts advertising and the economy at large. For Lowe’s, the move reflects how the retailer is working to provide a more unified journey across channels. More than 80% of all home improvement shopping starts online, Wilson told Marketing Dive, and a seamless experience works hand-in-hand with a similar approach to customer data. “It was really important for Lowe’s, and it’s important for our...",
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    "published_at": "2026-09-16T14:38:00Z",
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        "region": "Northern America",
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    "article_sentence": "While comparable sales increased 0.2% in Q2 2026 , online sales were up 15.7%."
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