Lauren Hawks
Lauren Hawks
Talent
CPOVP Product ManagementVP Product Marketing
Lauren is a product executive with 24 years of experience, including a decade at Walmart. She was repeatedly tapped to lead enterprise-critical initiatives that influenced customer experience at national scale, shifted Walmart’s competitive position, and were highlighted across earnings and industry press. She believes great product organizations don’t just solve problems; they find gaps competitors overlook, align the company around a clear vision, and turn them into durable enterprise value. Lauren drives go-to-market strategies and aligns cross-functional teams to deliver measurable impact.
Lauren has built and scaled new digital businesses from concept to growth, including Walmart’s prescription-glasses eCommerce platform and best-in-class AR try-on tied to the Memomi acquisition. This work, featured in CNBC and TechCrunch, expanded Walmart’s commerce ecosystem and showcased how AI-powered experiences can redefine customer value in core retail categories.
She also led one of Walmart’s most consequential enterprise transformations: shifting the $100B+ Q4 Black Friday business to a digital-first model in 2020. The strategy became one of the most widely covered retail stories of the year and contributed to 69% eCommerce growth referenced in earnings. Paired with reimagined last-minute holiday programs and accelerated retail media innovation, her teams delivered three consecutive years of double-digit eCommerce GMV and media ROAS growth. This demonstrated how product, data, marketing, and operations can move in lockstep to drive enterprise outcomes.
Earlier, she helped shape Walmart’s strategic response to Amazon Prime with ShippingPass, Free 2-Day Shipping, and a full relaunch of Walmart.com, including a new platform architecture, personalized homepage, and modernized customer experience. These moves were recognized as pivotal in strengthening Walmart’s omnichannel strategy and driving sustained growth across stores + digital.
Lauren is known for bringing clarity to complexity, creating cross-functional alignment across engineering, data, design, marketing, operations, supply chain, and the C-suite, and driving transformational roadmaps that advance company strategy and customer impact. She thrives in environments where the mandate is big: modernize the commerce experience, scale digital platforms, accelerate customer-centric innovation, and build teams capable of delivering measurable results at scale.
She also led one of Walmart’s most consequential enterprise transformations: shifting the $100B+ Q4 Black Friday business to a digital-first model in 2020. The strategy became one of the most widely covered retail stories of the year and contributed to 69% eCommerce growth referenced in earnings. Paired with reimagined last-minute holiday programs and accelerated retail media innovation, her teams delivered three consecutive years of double-digit eCommerce GMV and media ROAS growth. This demonstrated how product, data, marketing, and operations can move in lockstep to drive enterprise outcomes.
Earlier, she helped shape Walmart’s strategic response to Amazon Prime with ShippingPass, Free 2-Day Shipping, and a full relaunch of Walmart.com, including a new platform architecture, personalized homepage, and modernized customer experience. These moves were recognized as pivotal in strengthening Walmart’s omnichannel strategy and driving sustained growth across stores + digital.
Lauren is known for bringing clarity to complexity, creating cross-functional alignment across engineering, data, design, marketing, operations, supply chain, and the C-suite, and driving transformational roadmaps that advance company strategy and customer impact. She thrives in environments where the mandate is big: modernize the commerce experience, scale digital platforms, accelerate customer-centric innovation, and build teams capable of delivering measurable results at scale.