Marketing
13 January
Lowe's brings retail media in-house
Operations, sales and advertising for the One Roof Media Network will be handled by Lowe's teams.

Photo by Marques Thomas on Unsplash
Operations, sales and advertising for the One Roof Media Network will be handled by Lowe's teams.
Lowe’s retail media network operates under the banner of One Roof Media. Fittingly, it is now bringing more of the network’s operations in-house.
The news: Lowe’s will move all operations, sales and advertising teams for its retail media network under the One Roof Media Network. With the exception of a few partnerships, the home improvement giant will no longer work with outside tech companies agencies, effective Jan. 31.
What are the exceptions? Lowe’s said sponsored search and product ads will still be powered by Criteo, while Yahoo will power offsite advertising that uses the Lowe’s network and data, such as digital out-of-home, addressable TV and connected TV.
Does this come with improved capabilities? Yes, Lowe’s also said it launched new advertising technology features for the network. These include:
Key quote: "This is the next step in becoming a best-in-class media network and delivering white-glove customer service for our brand partners," said Jen Wilson, SVP of enterprise brand and marketing at Lowe's, in a statement. "Managing these functions internally under one roof will enable us to build stronger, more compelling campaigns better aligned with our brands and customers' interests and needs, which in turn will drive increased shopper engagement and greater ROI for our advertisers."
Is Lowe’s making progress with retail media? Yes, the network launched in 2021. It currently serves more than 200 clients, such as Moen, Stanley Black & Decker and Whirlpool Corporation. Through advertising on its ecommerce site and other properties, the network helps brands connect with a customer base of more than 100 million shoppers.
What it says about retail media:
Cross-category: Much of the attention on retail media is focused on Amazon, Walmart and grocery businesses such as Instacart and Kroger. Their large assortments and well-trafficked marketplaces lend well to the advertising models. Lowe’s progress on this front is a sign that there are retail media opportunities in specific categories beyond the widest retailers. The key components are a marketplace with lots of visitors and capabilities to leverage first-party data and run advertising. What you’re selling is less important. The potential for growth into new areas of commerce is one reason why eMarketer projects retail media spend will reach $61.2 billion in 2024 in the U.S., which is nearly 20% of total digital ad spend.
Going under one roof: While retailers are the names on all of the retail media networks that launched over the last couple of years, many of them are powered by tech companies and agencies that do the lifting and provide the systems behind the scenes. But with growth, there are opportunities to build an internal team. Lowe’s is opting for this path. As others follow, it’s a big reason why retailers will look more like tech companies going forward. It begs a question: Will this give way to consolidation among tech providers as a result?On the Move has the latest hiring update from The Vitamin Shoppe and At Home.
Heidi O’Neill has a new role at Nike. (Courtesy photo)
This week, Unilever, Nike and BigCommerce are seeing major transitions in the executive ranks. Meanwhile, The Vitamin Shoppe named a permanent CEO, and At Home brought on a longtime Walmart executive as president.
Conny Braams. (Courtesy photo)
Consumer goods giant Unilever announced key changes in top leadership roles. These include:
Graeme Pitkethly will retire as chief financial officer, effective at the end of May 2024. The board is set to launch a formal search for his successor. Pitkethly has been with Unilever for 21 years.
Conny Braams, who serves as chief digital and commercial officer, will leave the company, effective August 2023. Braams previously held senior management roles including Executive Vice President (EVP) of Middle Europe; and EVP Foodsolutions Asia, Africa and Middle East.
Craig Williams. (Courtesy photo)
Nike, Inc. announced several key leadership changes focused on consumer-led growth and marketplace. They are as follows:
Heidi O’Neill who is currently president of consumer and marketplace, will become president of consumer, product and brand.
Craig Williams, who is currently president of the Jordan Brand, will become president of geographies and marketplace at Nike, Inc.
Matthew Friend, EVP and Chief Financial Officer at NIKE, Inc., will expand responsibilities to include procurement, global places and services and demand and supply management.
Jared Carver will serve as CEO of Converse. Over the last four years, he served as VP/GM of North America for Converse.
Scott Uzzell, the previous CEO of Converse, transitioned to a new role as VP/GM, North America for Nike, Inc.
“These shifts will allow us to streamline our focus across product, brand storytelling and marketplace, mining deep consumer insights to deliver breakthrough innovation and engagement, while building long-term growth and profitability,” said Nike CEO John Donahoe, in a statement.
Lee Wright. (Courtesy photo)
Lee A. Wright was named CEO of The Vitamin Shoppe on a permanent basis, after serving as interim CEO since January 2023. Wright previously served as Chief Commercial Officer of Franchise Group and in executive roles at Conn’s.
Muriel Gonzalez was promoted to president of the retailer, after serving as EVP and chief merchandising and marketing officer of The Vitamin Shoppe since August 2020.
BigCommerce announced the following leadership roles:
Daniel Lentz was promoted to chief financial officer of BigCommerce, effective July 1. He previously served as SVP of finance and investor relations. Lentz will succeed CFO Robert Alvarez, who is retiring after a 12-year stint as CFO.
Chuck Cassidy was promoted to general counsel, effective June 2. Cassidy previously served as VP and associate general counsel. He will succeed Jeff Mengoli, who is retiring.
Hubert Ban was named chief accounting officer. He will replace Vice President of Accounting and Principal Accounting Officer Thomas Aylor, who departed the ecommerce platform on May 19.
Jeff Evans. (Courtesy photo)
Jeff Evans was named president and chief merchandising officer of At Home, the home goods retailer.
Evans previously served as EVP of entertainment, toys and seasonal at Walmart, managing the largest general merchandise business for the retailer. He rose to the position after serving in executive roles at Walmart US and Sam’s Club.