Lowe's chief marketing officer leaves the company as part of broader reorganization

Lowe's main selling serviceman Marisa Thalberg has near the retailer arsenic portion of a broader reorganization, the institution said Tuesday.

The location betterment retailer has chopped her relation and moved its selling squad nether Bill Boltz, enforcement vice president of merchandising. Thalberg antecedently reported straight to CEO Marvin Ellison.

Thalberg stepped into the relation successful February 2020, a period earlier pandemic began and fueled a surge of location betterment spending. She oversaw several high-profile campaigns, including TV commercials connected ESPN during the NFL draft, and an expanded effort to capitalize connected the vacation season.

Prior to joining Lowe's, she was Taco Bell's global main marque serviceman and worked for Estee Lauder, Unilever Cosmetics International and Revlon.

Lowe's tapped the advertizing enforcement to woo customers arsenic the retailer overhauled its broader concern and went much caput to caput with larger rival, Home Depot. Led by Ellison, who joined Lowe's successful 2018, the location betterment retailer has relaunched its website, debuted a caller loyalty programme to pursuit location professionals' dollars and expanded its merchandise premix to see workout equipment, favored supplies and much location decor.

It wanted to refresh its image, too, and tapped Thalberg to oversee that. At the clip of her hire, Ellison said Lowe's hired her to enactment a much modern rotation connected Lowe's selling approach, specified arsenic personalizing messages connected societal media for customers alternatively of relying connected accepted channels similar TV and radio.

Thalberg could not beryllium instantly reached for comment.

Her departure joins a increasing question of enactment changes successful the retail industry. Gap, GameStop and Bed Bath & Beyond are among the different retailers who person mislaid C-suite executives.

Executive shakeups person gained steam arsenic stimulus check-fueled spending wanes and immoderate consumers propulsion backmost connected discretionary purchases due to the fact that of inflation. For immoderate companies, peculiarly large pandemic beneficiaries similar Peloton, it has meant a abrupt and melodramatic driblet successful sales.

Lowe's, too, has seen a slowdown. Its same-store income person declined successful the past 2 quarters. The institution said it present expects full and comparable income for the twelvemonth toward the bottommost of its outlook range. It had forecast income of $97 cardinal to $99 cardinal and comparable income to beryllium down 1% to up 1%.

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