Lowe’s chief advertising and marketing officer exits as firm realigns construction

Lowe’s chief advertising and marketing officer exits as firm realigns construction

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Dive Transient:

  • Marisa Thalberg, Lowe’s chief model and advertising and marketing officer, has exited the corporate as a part of a broader reorganization effort. Thalberg turned Lowe’s CMO in February 2020.
  • As a part of the realignment, the house enchancment retailer’s advertising and marketing workforce will transfer below Invoice Boltz, govt vp of merchandising, in keeping with particulars supplied to Retail Dive. 
  • The corporate has promoted Jen Wilson, who comes with greater than 20 years of expertise in advertising and marketing and merchandising, to senior vp of enterprise model and advertising and marketing. Wilson will report back to Boltz.

Dive Perception:

With Thalberg’s departure as chief advertising and marketing officer, Lowe’s joins the rising listing of corporations present process adjustments within the C-suite forward of the all-important vacation season.

Different retailers together with Greenback Common, Mattress Tub & Past, Francesca’s and Adidas have skilled govt adjustments in current weeks.

Marisa Thalberg turned Lowe’s chief advertising and marketing officer in February 2020.

Courtesy of Lowe’s


Thalberg joined the house enchancment retailer from Taco Bell simply previous to the pandemic upending practically each facet of customers’ lives. She oversaw many advertising and marketing efforts, together with supplying supplies to “American Idol” contestants to assist construct at-home levels for the present’s season finale, showing at New York Trend Week to assist designers create runways and launching its #BuildThanks marketing campaign, which inspired customers to create yard indicators to help first responders.

For Lowe’s, the corporate pegged the manager change on a broader realignment to its management construction. Along with transferring advertising and marketing below its merchandising workforce, the house enchancment retailer has additionally realigned its Professional group below retailer operations. As a part of that shift, Tony Hurst, senior vp of Professional companies and worldwide, will report back to Joe McFarland, govt vp of shops.

Moreover, to construct on its collaboration between its on-line and tech groups, the corporate’s senior vp of on-line, Mike Shady, will report back to Seemantini Godbole, govt vp and chief digital and knowledge officer.

Lowe’s, like many different retailers promoting items for the house, skilled a lift within the early months of the pandemic. However in current months, the retailer has misplaced a few of that momentum and is seeing gross sales slide as customers shift spending away from the house. In its most up-to-date quarter, Lowe’s reported web gross sales fell 0.3% yr over yr to $27.5 billion and comparable gross sales declined 0.3% largely as a result of a slowdown in gross sales from its DIY clients.