MrBeast, Messi, and the New Lowe’s: How a CMO Builds Modern Brands

In this episode of Branded Leaders, Ben Kaplan sits down with Jennifer Wilson, Chief Marketing Officer at Lowe’s, to unpack her extraordinary journey from a small Amish town in Ohio to leading marketing at a Fortune 50 retailer. Jen reflects on her humble beginnings, her first job in a hardware store, and the early aspirations that almost led her to become a hairdresser. Instead, she followed her mother’s encouragement to pursue college, eventually finding her path in marketing and retail.She shares the pivotal career moments that shaped her rise at Lowe’s over the past 19 years, including her move from PR into merchandising, where she learned to run a P&L and gained the business acumen that makes her a modern, well-rounded CMO. Jen speaks candidly about imposter syndrome, missed promotions, work-life balance as a mom and executive, and how grit, curiosity, and mentorship propelled her forward.The conversation also dives into how the role of the CMO has dramatically evolved. Jen breaks down how Lowe’s is using high-profile partnerships (like Lionel Messi, MrBeast, and the NFL), experiential in-store marketing, and a creator network not just to drive brand awareness, but to generate measurable business outcomes. She offers a clear vision for the future of retail marketing, rooted in cultural relevance, real-life experiences, and owning white space others overlook.