This week, we spotlight Marisa Thalberg. She’s the EVP & Chief Brand and Marketing Officer at Lowe’s Companies, Inc.
We’d like to congratulate Marisa Thalberg and the Lowe’s team for an outstanding fourth quarter. The company reported net earnings of $1.2 billion. That’s up from $978 million for the same quarter a year ago.
Additionally, consolidated comparable sales increased 5% worldwide. In the U.S. alone, comparable sales increased 5.1%.
Lowe’s also awarded discretionary year-end bonuses amounting to $265 million to front-line associates.
The company enjoys that kind of success thanks in no small part to the marketing team lead by Marisa Thalberg.
Marisa Thalberg’s Notable Recognitions
It’s understandable why the folks at Lowe’s asked Thalberg to join their team back in 2020. She’s got a long history of winning awards for marketing.
Among them:
- One of the World’s 50 Most Influential CMOs by Forbes in 2017, 2018, 2019, and 2021.
- A Power Player by the National Retail Federation.
- An Adweek Brand Genius.
And much of that recognition she earned before joining Lowe’s. Since then:
- Named Executive of the Year by Industry Dive
- Recognized by New York Women in Communications as a Matrix honoree.
- Named one of the Top 25 Most Innovative CMOs by Business Insider in 2021.
- Lowe’s was recognized as the #3 marketed brand of the year by Ad Age.
In other words, she’s the kind of marketer that many other marketers envy.
Thalberg’s Career Roles
Thalberg is an executive vice president at Lowe’s. She oversees the company’s entire marketing program.
It’s her job to look for new ways to inspire and engage customers.
Thalberg also handles corporate communications, community relations, and events planning for the company.
Her history, aside from the accolades I mentioned above, indicates that she’s up to the tasks.
She’s a well-recognized brand-builder, innovator, and strategist.
At Taco Bell
Before joining Lowe’s, Thalberg served as the Global Chief Brand Officer at Taco Bell.
In her role, she led a team that delivered sales growth to the order of $11 billion.
That’s billion with a “b.”
How did she do that? With several different approaches, including:
- Consumer insights
- Product pipeline enhancement
- Advertising
- E-commerce
- CRM
- In-store marketing
- Social media marketing
- PR
- Packaging
- Events
- Merchandising
- Licensing
Additionally, Thalberg managed a $430 million dollar media and production budget.
And she oversaw Taco Bell’s international expansion.
Under her leadership, Taco Bell overtook Wendy’s, Subway, and Burger King in restaurant traffic share.
Thalberg also led the company to achieve the highest passion index among any brand in QSR. Harris Poll named Taco Bell the #1 Mexican restaurant in the U.S. Variety said the company was the second-fastest-growing brand in the U.S.
Under her leadership, she transformed the company into a “culture-centric lifestyle brand.” She also updated the brand identity for the first time in a quarter-century.
Among her innovative accomplishments:
- The Bell – a Taco Bell resort and hotel
- Taco Bell weddings
- Partnership with Lyft
- Partnership with Forever 21
All of that led to an earned media impression growth of more than 40% year-over-year.
Finally, Thalberg also led the company’s biggest product launch event: Nacho Fries.
Wrapping Up with Marisa Thalberg
Thalberg knows how to market brands in the fast-food space and in the home improvement space.
And, given the number of awards she’s won, everybody seems to know it.
She’s also got a track record to back up all those recognitions.
I look forward to seeing where she takes Lowe’s from here.
