Tech veteran Nate Baxter drives AI and e-commerce overhaul at ScottsMiracle-Gro

Since taking the helm at ScottsMiracle-Gro, tech veteran Nate Baxter is pushing the business to adopt a technology-first mindset, emphasizing artificial intelligence, e-commerce and faster product cycles. He cites about 40 AI use cases, including a virtual assistant that now answers nearly all customer calls and tools for demand planning and website queries. Baxter highlights a shift toward “always-on” digital advertising and a strategy of launching products online—such as a TikTok Shop offering that sold out quickly—before expanding to brick-and-mortar stores.

The company introduced more than 80 new SKUs generating over $75 million in sales, a figure he aims to double within a year. Financially, Scotts is reducing debt, targeting leverage in the low-three range to free cash for further investment. Baxter believes these moves will attract younger, eco-conscious consumers and sustain growth for the $12 billion lawn-and-garden market.