Lowe’s CMO Thalberg Exits, Role Cut as Part of Restructure

Lowe’s (Mooresville, N.C.) has axed its position of Chief Marketing Officer and CMO Marisa Thalberg has left the home improvement retailer, CNBC reports. As part of a restructuring, marketing will be relegated to its merchandising wing under the leadership of Executive VP of Merchandising Bill Boltz.

Thalberg, a veteran of advertising firms Saatchi & Saatchi and J. Walter Thompson, was hired by Lowe’s CEO Marvin Ellison in 2020 to guide the company in a new marketing direction.

Ellison told CNBC at the time that he wanted to enhance Lowe’s traditional radio and TV spots with an omnichannel approach of personalized digital marketing.

Thalberg has been named one of Forbes‘ Top 50 CMOs for the past three years. While at Lowe’s, she headed several key campaigns and shepherded a rebranding under the tag “Home is What Unites Us.” Her omnichannel efforts focused heavily on seasonal and holiday campaigns. In addition to high-profile Superbowl ads, Lowe’s partnership with the NFL under her guidance included social media outreach and Lowe’s carrying licensed NFL merchandise items on its website.

Prior to joining Lowe’s, Thalberg served as Taco Bell’s Global Chief Brand Officer and previously held various senior leadership roles at Unilever Cosmetics Intl., Sure Fit Inc., and Revlon, in addition to Estée Lauder.