Jennifer Wilson

Senior VP & Chief Marketing Officer, Lowe's

Search every verified Jennifer Wilson interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Jennifer Wilson, Senior Vice President and Chief Marketing Officer at Lowe's, has discussed the company's brand transformation and marketing strategy in several interviews and podcast appearances. She has described Lowe's evolution beyond traditional home improvement into lifestyle and media, citing partnerships with the NFL, Lionel Messi, and MrBeast as part of a strategy to reach millennial and Gen X audiences. Wilson has also discussed the launch of a creator network that she said scaled to over 26,000 creators, as well as the use of technology such as Apple Vision Pro in select stores for immersive kitchen design experiences. She has stated that the role of marketing now extends beyond ad campaigns to include driving revenue through retail media networks and personalization. Wilson has spoken about consumer behavior and loyalty, noting that 65% of home improvement shoppers reported not being loyal to any single brand, which she called "switchers." She has described Lowe's efforts to capture these customers through the My Lowe's Rewards program and a HELOC program where Lowe's buys down interest rates for customers taking on projects. She has also discussed the "K-shaped economy," describing divergent consumer mindsets where some focus on luxury spending while others prioritize essentials and value. Wilson has emphasized an "impact over optics" approach to her career, advising others to take lateral roles and own decisions, and has described her upbringing in a small rural Ohio town and first job at an Amish hardware store.