Abishake (Abi) Subramanian

Retail Media Master

Abishake (Abi) Subramanian

Vice President and General Manager

Lowe's One Roof Media Network

According to eMarketer, retail media network ad spend is expected to surpass $50 billion in 2023. Lowe’s One Roof Media Network came out of the gate strong in October 2021 to quickly become a top retail media and commerce partner for brands committed to winning the hearts and wallets of today’s home lifestyle shoppers.

Abi leads the Lowe’s One Roof Media Network team, which uses a unique full-funnel approach to marketing and commerce; superior measurement and attribution; and strong partnerships to help its brand partners reach DIY and Pro audiences at all points along their path to purchase — from inspiration to point of sale and beyond.

Since launch, Lowe’s One Roof Media Network has rolled out an array of offerings dedicated to full funnel solutions and activated high-impact partnerships with Criteo, Yahoo and Pinterest, among others, finding and connecting with shoppers across all mediums. Brands that have already benefited from working with Lowe’s One Roof Media Network include: GE Appliances, a Haier company; GE Lighting, a Savant company; Electrolux; and Delta, a top creator of residential and commercial faucets and other products for kitchens and bathrooms.

In 2022, Lowe’s worked to finalize its first-party, data-driven offerings and expand exclusive collaborations with partners that dominate both offline and online. As a result, brands are positioned to access unparalleled solutions to captivate consumers, including offsite advertising at scale to reach its shoppers across more of their purchase journey.

Abi’s leadership supported the accelerated launch and growth of Lowe’s One Roof Media Network, helping the retailer activate this massive opportunity quickly. He was able to gain organizational alignment internally and stood up a massive cross-functional team of experts in a very short span of time to provide end-to-end service, from strategy and goals to media planning, execution, measurement and optimization of the programs. This was achieved with the right alignment and engagement with merchant teams and shopper marketing programs.

His team is laser focused on enabling richer, comprehensive shopper experiences with more audience insights and deeper campaign intelligence along with innovative ad placements and experiential opportunities to offer to their brand partners.

He wants to make the media buying, execution, measurement, and consumption of reporting seamless for brands, making it more self-served to help unlock the needed incremental funding to grow revenue, sales and conversion for Lowe’s and its vendors.