The meaning of home has changed. It is no longer just about maintenance or necessity; it reflects how people live, grow, and plan for the future.
In this episode of The Speed of Culture podcast, Matt Britton sits down with Jennifer Wilson, senior vice president and CMO at Lowe’s, to examine how one of America’s largest retailers is executing a modern marketing strategy rooted in culture, experience, and long-term relevance.
Jennifer breaks down Lowe’s brand transformation, from expanding beyond traditional home improvement into lifestyle and community, to using AI in home improvement retail, scaling creator partnerships, and building a powerful retail media network.
The conversation offers a clear look at how brands evolve without losing trust, and what it takes to stay relevant as consumer behavior, technology, and culture continue to shift.
Jennifer has spent more than 20 years at Lowe’s, progressing through senior roles across integrated marketing, brand and customer marketing, and enterprise leadership before stepping into the CMO role.
Her experience across both marketing and business units shapes Lowe’s brand transformation today, informing decisions around retail marketing strategy, creator economy investment, loyalty growth, and the evolution of Lowe’s as a modern, experience-led retailer.
Key Takeaways:
[01:32] Home as Lifestyle, Not Just Shelter — Jennifer explains how the pandemic reshaped the emotional role of home. What once centered on safety and basic function now reflects lifestyle, growth, and long-term living. People think about how their homes evolve with family, work, pets, and aging. This shift anchors Lowe’s marketing strategy, positioning the brand as a partner across life stages, not just a place to buy supplies.
[04:01] Redefining What Home Improvement Means — Lowe’s brand transformation moves beyond the old perception of construction-only retail. Jennifer outlines how expanded marketplace offerings, décor, and immersive store experiences allow Lowe’s to support both structural projects and personal expression. The goal is relevance across mindsets, whether a customer is fixing a problem or shaping how their home feels.
[06:52] AI as an Enabler for People, Not a Replacement — AI in home improvement retail helps remove friction without removing people. Jennifer shares how AI supports associates with real-time knowledge and helps customers visualize projects, solve problems, and move faster. At the same time, Lowe’s continues to invest in skilled trades, treating AI as a confidence booster, not a substitute for human expertise.
[08:54] Serving Doers and Impulse Shoppers Together — Jennifer describes two distinct shopping behaviors shaping home improvement brand marketing. Some customers love hands-on projects and learning by doing. Others shop through inspiration, social discovery, and impulse. Lowe’s adapts its assortment and storytelling to meet both needs, reflecting a grounded approach to how brands stay culturally relevant without choosing sides.
[10:41] Why Staying Put Changes Spending Patterns — With higher interest rates keeping homeowners in place longer, Lowe’s sees increased focus on refresh cycles, repair, and upgrades. Jennifer explains how appliance innovation, faster delivery, and awareness of home equity influence spending decisions. These moments create opportunity for Lowe’s to support improvement without requiring a move.
[12:51] Creators as a Scaled Growth Channel — Lowe’s investment in creator economy retail brands has grown rapidly, with more than 26,000 creators contributing to storytelling and reach. Jennifer shares how creator-led moments, like the viral Black Friday bucket campaign, translated into real-world impact, long store lines, emotional stories, and sustained attention that traditional channels alone could not deliver.
[15:51] Sports as a Cultural Connector — Through its NFL partnership and “Earn Your Sunday” campaign, Lowe’s taps into shared rituals that still command attention. Jennifer explains how sports provide live moments, emotional context, and scale, allowing Lowe’s to connect home improvement to culture in ways that feel unexpected but grounded in everyday life.
[23:08] Loyalty and Retail Media as a Growth Engine — With over 38 million members, loyalty marketing in retail fuels repeat visits, personalization, and insight-driven growth. Jennifer outlines how Lowe’s retail media network strategy uses first-party and home data to help partners reach underserved audiences while improving the customer experience across channels.
link