Lowe's tapped the advertising executive to woo customers as the retailer overhauled its broader business and went more head to head with larger rival,. Led by Ellison, who joined Lowe's in 2018, the home improvement retailer has relaunched its website, debuted a new loyalty program to chase home professionals' dollars and expanded its merchandise mix to include exercise equipment, pet supplies and more home decor.
It wanted to refresh its image, too, and tapped Thalberg to oversee that. At the time of her hire, Ellison said Lowe's such as personalizing messages on social media for customers instead of relying on traditional channels like TV and radio.
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