Lowe Marketing Director Marisa Thalberg is leaving the company as part of a reorganization.
Marisa Thalberg, Executive Vice President and Director of Brand and Marketing.
Source: Marisa Thalberg.
Lowe marketing director Marisa Thalberg has left the retailer as part of a broader reorganization, the company said on Tuesday.
The home improvement retailer scaled back her role and handed over its marketing team to Bill Boltz, EVP Merchandising. Thalberg previously reported directly to CEO Marvin Ellison.
Thalberg took office in February 2020, a month before the start of the pandemic, prompting a spike in home improvement spending. She oversaw several high-profile campaigns, including commercials on ESPN during the NFL Draft, as well as an expanded effort to capitalize on the holiday season.
Prior to joining Lowe’s, she was Global Brand Director for Taco Bell and has worked for Estee Lauder, Unilever Cosmetics International and Revlon.
Lowe’s hired an advertising manager to help win customers as the retailer overhauled its broader business and went head-to-head with larger competitor Home Depot. Under the leadership of Ellison, who joined Lowe’s in 2018, the home goods retailer relaunched its website, introduced a new loyalty program to chase home professionals’ dollars, and expanded its product line to include exercise equipment, pet supplies and other products for the home. at home.
He also wanted to update his image and had Thalberg look after it. At the time of her hiring, Allison said that Lowe hired her to bring a more modern twist to Lowe’s marketing approach, such as personalizing social media posts for clients instead of relying on traditional channels like television and radio.
Thalberg could not be contacted for comment.
Her departure joins a growing wave of retail leadership changes. Gap, GameStop and Bed Bath & Beyond are among the other retailers that have lost senior executives.
A leadership reshuffle is gaining momentum as spending on stimulus checks dwindles and some consumers back off on discretionary purchases due to inflation. For some companies, especially big beneficiaries of the pandemic like Peloton, this has meant a sudden and dramatic drop in sales.
Lowe’s is also in decline. Sales at the same stores have declined over the past two quarters. The company said it now expects total and like-for-like sales for the year to be closer to the bottom of its forecast range. Sales were forecast to be between $97 billion and $99 billion, with like-for-like sales falling 1% to 1%.
This story is evolving. Please stay tuned for updates.