SVP of Digital
Lowe's
As senior vice president, digital commerce, Joseph Cano is responsible for the digital and ecommerce strategy, sales and P&L, as well as managing relationships internally and externally for Lowes.com. He partners across the enterprise to deliver a best-in-class digital shopping experience by anticipating the needs and expectations of omnichannel consumers in the home improvement space. He joined Lowe’s in 2025. Joe, who has more than 20 years of technology and retail experience, comes to Lowe’s from Zappos, where he was the chief marketing, merchant and growth officer. Prior to that, he managed P&L, product management, site merchandising, planning and buying as general manager, digital, for Jet.com and Walmart.com. His deep retail ecommerce experience also includes leadership roles at Saks.com and Saks Off 5th. Joe received a bachelor’s degree in religious studies from Brigham Young University and attended Harvard Business School’s The Leadership Consortium. In 2023, he received the Pioneer of Change Award from Runway of Dreams for his contributions to advancing inclusion in fashion, and in 2024 he was spotlighted as a CMO of the Week by Brand Innovators. Joe volunteers with LGBTQIA+ youth who are entering the workforce and mentors four candidates each year to further their careers.
Monday Jan 12
9:15am - 10:00am
Exhibitor Big Ideas Stage 1
eCommerce executives face a critical inflection point. To achieve real, sustainable growth, traditional strategies are no longer sufficient—leaders must fundamentally rethink their approach to traffic conversion and profit maximization.
Alternative strategies like marketplaces and retail media are transforming customer engagement, accelerating conversion, and unlocking new revenue streams. These approaches have evolved from emerging trends to essential pillars of commerce growth, with the marketplace channel alone growing at 4x the rate of traditional eCommerce.
In an exclusive interview with Joe Cano, SVP Digital at Lowe's, we'll explore Lowe’s transformational journey, including how they successfully launched the home improvement industry's first comprehensive marketplace. Together, we'll examine the strategic framework that serves as the common denominator among brick-and-mortar retailers like Lowe’s, in achieving explosive online growth through the marketplace and retail media flywheel:
