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Lowe’s taps Taco Bell exec for chief brand officer

Marissa Thalberg brings marketing cred from fast-food and beauty powerhouses.

BY HBSDealer Staff

Lowe’s Companies appointed a veteran marketer who worked with a fast-food giant and several beauty powerhouses to a new role in its senior leadership team.

Marisa F. Thalberg

Marisa F. Thalberg

The home improvement retailer named Marisa F. Thalberg as executive VP, chief brand and marketing officer, effective Feb. 10. In the role, new for Lowe’s, she will oversee all branding and marketing efforts.

Most recently, she served as global chief brand officer of Taco Bell, stepping down last August. Thalberg joined the fast-food giant in 2015 as chief brand engagement officer and, in 2016, became the company’s first-ever female chief marketing officer. In January 2018, she was promoted to global chief brand officer.

The announcement comes two years after Lowe’s appointed Jocelyn Wong to the post of chief marketing officer. Wong has reportedly left the company to pursue other interests, and she no longer appears on the retailer’s leadership team web page. During Wong’s tenure, the retailer became the official home improvement company of  the National Football League. Another initiative under Wong was the roll out of the slogan: “Do it Right for Less. Start at Lowe’s,” introduced in early 2019.

Prior to Taco Bell, Thalberg served as the head of corporate digital and integrated marketing worldwide for The Estée Lauder Companies and held various senior leadership roles at Unilever Cosmetics International, Sure Fit Inc., and Revlon.

Thalberg also founded Executive Moms, an organization for working mothers.

“Marisa is a world-class marketer and leader, and we are thrilled to have her join the Lowe’s leadership team,” said Marvin R. Ellison, Lowe’s president and CEO. “Marisa brings extensive experience in building culturally resonant brands and delivering business value through marketing innovation and fresh thinking to inspire and engage customers. We are confident Marisa will lead our brand into an exciting new chapter for our customers and associates.”

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