MPB Careers: Lowes Home Improvement – Sr Director, Brand Marketing – Private Brands

Job Summary:

The Brand Marketing Senior Director of Private Brands will work closely with the Private Brand Product Merchandising Team/Global Sourcing to build the owned brand strategy and portfolio of private brands for Lowe’s serving as the brand champion through the lens of the consumer. This position will require an individual who’s both strategic and understands how to work with consumer insights to find white space to strategically position brands across the competitive landscape, but also someone who’s tactical and can lead a team and cross-functional team members to build campaigns to launch and sustain the portfolio of brands across all channels (online, marketing channels, signage, etc.) leveraging the total brand marketing calendar. The Brand Marketing Senior Director of Private Brands will serve as the primary “brand manager” of each of Lowe’s owned brands and will be paired with a Private Brands “product manager” to ensure adoption, consistency, and alignment of the brands across the organization and jointly driving the P&L. The position will report to the SVP of Brand Marketing but will serve as a close business partner with the SVP of Global Merchandising who will own the P&L and serve as the primary stakeholder. This role will also work closely across the broader Marketing Team including DIY Brand Marketing to create OR integrate into disruptive “360” omnichannel experiences/campaigns for the consumer across Lowe’s brand framework, as well as working closely with Creative Services who will help define the look/feel of the brand and master packaging design based on the brand positioning work led by this senior director and team.


  • Derive insights from the Consumer Insights team to set the direction for brand growth
  • Understand and influence the P&L (indirectly) to action and build out brand growth strategies targeting annual growth increases of 5-10% and YoY increases in penetration of owned brands across the broader portfolio
  • Establishes and maintains measures of success to ensure brand strategy objectives are being met
  • Identifies key drivers for brand strategy to develop and attain key performance indicators for implemented strategies
  • Analyzes and interprets data to draw clear, actionable conclusions to optimize the private brand portfolio and strategy in partnership with Private Brands product team and Global Sourcing
  • Directs team members in developing business and marketing plans for assigned brands and services, including creative strategies and implementation strategies that align with the overall merchandising, customer experience, and pricing strategies
  • Develops an industry-leading marketing and brand team that understands the value of the customer experience and influences marketing creative materials
  • Ensures activation of marketing programs across the marketing calendar in partnership with DIY and Pro Brand Marketing teams
  • Partners with cross-functional teams to develop brand launches (new brands) and product launches within existing brands
  • Develops specific visual private brand support plans across channels to ensure a cohesive consumer experience with Lowe’s owned brands
  • Effectively lead a team to serve as the “integrators” across marketing, creative, agency partners and cross-functionally to execute on the work
  • Identifies developmental needs of others on the team and coaches to improve their knowledge or skills
  • Analyze, monitor, and report on the impact of programs against goals and objectives both quarterly and annually holding themselves and their team accountable for the broader Private Brands P&L goals


  • Bachelor’s degree in marketing, Advertising, Business Administration, or relevant field
  • 12 plus years of experience in brand marketing or brand management leadership experience for consumer brands or retailer
  • 10 years of experience in business acumen and analytic skills and extensive experience using consumer insights to define and build brand positioning and brand growth strategies
  • 10 years of experience strong leadership, influencing and highly cross functional collaboration skills
  • 10 years of experience leading brand management or brand marketing teams
  • 10 years of experience category management or product marketing experience
  • Exceptional written, verbal and presentation skills

About Lowe’s (Charlotte-focused releases)

Lowe’s Companies, Inc. (NYSE: LOW) is a FORTUNE® 50 home improvement company serving approximately 18 million customers a week in the United States and Canada. With fiscal year 2019 sales of $72.1 billion, Lowe’s and its related businesses operate or service more than 2,200 home improvement and hardware stores and employ approximately 300,000 associates. Based in Mooresville, N.C., Lowe’s supports its hometown Charlotte region and all communities it serves through programs focused on creating safe, affordable housing and helping to develop the next generation of skilled trade experts. For more information, visit

About Lowe’s in the Community

As a FORTUNE® 50 home improvement company, Lowe’s is committed to creating safe, affordable housing and helping to develop the next generation of skilled trade experts through nonprofit partnerships. Across every community we serve, Lowe’s associates donate their time and expertise through the Lowe’s Heroes volunteer program.

For the latest news, visit or follow @LowesMedia on Twitter.

Job ID:2103476BR
Line of Business: Corporate
Job Category: Marketing
Department: LWS_USA_Brand Mktg Mgmt
Employment Type I: Regular
Employment Type II: Full time
Location #: 1999
Location Name: Mooresville, NC (SSC)
Location Address: 1000 Lowes Boulevard
State: North Carolina
Zip Code: 28117

EEO Statement
Lowe’s is an equal opportunity employer and administers all personnel practices without regard to race, color, religious creed, sex, gender, age, ancestry, national origin, mental or physical disability or medical condition, sexual orientation, gender identity or expression, marital status, military or veteran status, genetic information, or any other category protected under federal, state, or local law.