Joseph Cano holds the position of Senior Vice President, Digital Commerce at Lowe's Companies, Inc., where he is accountable for defining and executing digital and e-commerce strategy, managing sales and P&L responsibilities, and overseeing key partnerships and relationships to drive Lowe’s digital transformation efforts. He is based in Charlotte, North Carolina.
Prior to his current role, Joe Cano served as Chief Marketing Officer (CMO) and Chief Marketing, Merchandising, and Growth Officer at Zappos, an Amazon subsidiary, where he led the brand through its 25th anniversary year in 2024. Cano’s tenure at Zappos reflects significant leadership in customer experience (CX), innovation, and digital commerce, culminating in his transition to Lowe’s in early 2025. He reports directly to Jennifer Wilson, Lowe's Chief Marketing Officer, an 18-year company veteran.
Professional Expertise and Leadership
Joe Cano is recognized as a digital commerce and marketing executive with a strong background in:
- Driving digital commerce innovation and transformation within large retail environments.
- Aligning marketing, merchandising, and growth strategies with customer-centric business goals.
- Developing and scaling e-commerce platform capabilities, including Lowe’s recent strategic partnership with Mirakl, a prominent e-commerce marketplace leader, signaling Lowe’s commitment to expanding its digital marketplace presence.
- Leading award-winning digital product initiatives, notably Lowe’s Customer App, which received a Webby Award in the App & Software – Shopping and Retail category, underscoring excellence in digital customer experience.
- Leveraging AI technologies, exemplified by Lowe’s integration of OpenAI capabilities across customer channels serving approximately 300,000 associates.
His active involvement in industry thought leadership is demonstrated through appearances on platforms such as The Retail Media Podcast sponsored by Mirakl, where he discusses retail media trends and Lowe’s strategic digital priorities.
Educational Background
- Bachelor's degree in Religious Studies from Brigham Young University.
- Completed executive education in Leadership at Harvard Business School's Leadership Consortium.
Career Highlights and Industry Recognition
- At Zappos, Cano was pivotal in steering the company’s marketing and merchandising during a milestone anniversary and evolving the customer experience.
- Recognized externally with the Pioneer of Change Award from Runway of Dreams in 2023 for advancing inclusion within fashion retail.
- Has held senior leadership roles across major retail and e-commerce companies, including prior experience at Walmart and Saks.com, emphasizing diversity, equity, and inclusion (DE&I) leadership.
Recent Initiatives and Strategic Focus at Lowe's
- Initiated Lowe’s expansion into the creator economy, enabling creators, tastemakers, and digital influencers to engage in new affiliate marketing and partnership models.
- Oversees digital commerce innovations contributing to Lowe’s leadership in digital retail experiences, as validated by Forrester Research rating Lowe’s Mobile App as the top overall digital experience in U.S. retail mobile apps.
- Leads efforts utilizing AI-driven expert customer support, augmenting Lowe’s service capabilities and associate engagement.
Joe Cano’s leadership intersects digital commerce innovation, customer experience optimization, and emerging technology adoption, positioning Lowe’s to capitalize on evolving consumer trends and e-commerce growth. His proven record in integrating marketing, merchandising, and growth disciplines within large-scale retail organizations supports strategic digital transformation goals critical to Lowe’s competitive positioning.
LinkedIn Profile: [https://www.linkedin.com/in/joeycano](https://www.linkedin.com/in/joeycano)
Corporate Bio: [https://corporate.lowes.com/who-we-are/lowes-leadership/senior-leadership/joseph-cano](https://corporate.lowes.com/who-we-are/lowes-leadership/senior-leadership/joseph-cano)
