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