How Lowe's is Building a Household Loyalty Ecosystem
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Managing Editor Marie Albiges interviews Amanda Bailey, vice president of customer marketing and loyalty at Lowe’s. This interview was recorded at Shoptalk in Las Vegas last month, where Bailey spoke on a panel exploring innovative approaches to marketing across the customer journey. Bailey’s key takeaways from the session include the need to invest in and evolve the brand as a performance driver (1:20), expanding marketing beyond traditional channels into creator communities as shopping behaviors change, and treating loyalty as a relationship beyond transactions. She details Lowe’s HomeCare+, a home maintenance subscription service inspired by in-aisle helpfulness and personable connection (7:15).
In addition, Bailey discusses serving both DIY and pro customers via one loyalty platform with tailored benefits (10:00), and describes revamping the home improvement retailer’s Kids Club program with fresh workshops and digital badging to build household loyalty (11:20). She discusses using customer-meaningful data, as well as building executive influence through clear vision, unified measurable goals, and celebrating wins (14:30).
As vice president, customer marketing and loyalty, Amanda Bailey spearheads the strategy and execution of Lowe’s loyalty programs. Amanda is responsible for advancing a best-in-class loyalty ecosystem, utilizing customer data and insights to deliver personalized marketing and elevate members’ omnichannel experiences. Under Amanda’s leadership, Lowe’s became the first national home improvement retailer to offer tailored loyalty programs for both homeowner and pro customers. She also leads the company’s audience-led go-to-market strategy and activation focused on acquiring, engaging and retaining target customers. Amanda joined Lowe’s in 2022.
Amanda has over 15 years of experience in marketing. Before joining Lowe’s, Amanda served as vice president, customer relationship marketing and loyalty at Tory Burch. She previously held several leadership roles at Hilton, where she served as vice president of global customer strategy and engagement, as well as senior director of Hilton Honors loyalty marketing. Amanda earned a bachelor’s degree in finance from the University of Maryland. She is a founding member of Chief, a private membership network dedicated to empowering senior women leaders in their professional journeys. She was recognized by HBS Dealer as on of the Top Women in Hardware and Building Supply in 2025, and named a Lowe’s officer of excellence in 2023.
Date: April 28, 2026
Credits: Amanda Bailey
Duration: 22:06
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