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.
