Leveraging Data and Building Loyalty at Lowe’s with CMO Jennifer Wilson

At the home improvement company Lowe's, the marketing team is fittingly led by someone who believes in rolling up your sleeves and getting the job done. CMO Jennifer Wilson describes her approach as "impact over optics." "I care about the brand and I care about the work and I care about the outcome to the customer," Jennifer says. "I put very little value on, well, what will everybody think of that? Or what's the outcome for me in that? ... One could argue maybe you could be in a different place in your career had you taken a you-first angle, but it's not who I am." Today on Building Better CMOs, Jennifer and Greg talk about her experience in merchandising, how Lowe's is adapting to a "K-shaped economy", and leveraging customer data to build loyalty and deepen retention. Plus: Why every marketer should "Be a Sequoia, Not a Bonsai." 00:00 Introduction 01:47 The Macro Landscape and Consumer Mindset 04:12 Innovative Home Services and Subscription Models 09:12 Jennifer's Merchandising Background 14:52 Leading Organizational Transformation 17:49 Leveraging Data to Eliminate Customer Irritants 25:12 Lessons in Building a Retail Media Network 28:47 Career Advice: Humility, Impact, and Lateral Moves 32:21 Emotional Maturity and Understanding Personal Motivators 38:53 Prioritization and Profitable Growth 46:50 Bridging Marketing and Finance 51:10 Customer Experience as the Heart of Modern Branding 56:14 Elevating Service with Generative AI and Mylow 58:34 The Role of the CMO in 2030 Full transcript This episode was produced and edited by Eric Johnson from LightningPod Follow Building Better CMOs in your podcast app⁠⁠⁠ Rate and review the podcast Jennifer's LinkedIn Greg's LinkedIn