Lidl U.S. Makes New C-Suite Appointments

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Lidl U.S., a prominent grocery retailer operating over 170 stores along the East Coast, has bolstered its leadership team with strategic appointments, including two key C-suite positions.

Miguel Paradela assumes the role of Executive VP of Purchasing and Chief Commercial Officer, leveraging his extensive 25-year background with Lidl, notably serving as the General Manager of Purchasing and Marketing for Lidl Spain. Paradela will steer the long-term strategy for buying and merchandising at Lidl U.S.

Frank Kerr, appointed as the inaugural Chief Customer Officer, returns for a second stint at Lidl U.S., bringing over two decades of experience in the U.S. grocery industry. With a focus on enhancing the consumer experience, Kerr will oversee consumer insights, marketing, loyalty, and promotions.

Tod Seiling, joining as VP of Fresh, brings his wealth of experience in fresh food merchandising, having previously served at Save a Lot, Walmart, Albertsons, and Rouses Market. Seiling will spearhead all fresh food buying initiatives, ensuring quality and variety across meat, fish, poultry, and produce.

Michel Chao joins Lidl U.S. as VP, Head of Marketing, bringing his senior marketing expertise from notable companies such as Dollar General, Joann Stores, and Walmart. Chao’s role will be pivotal in driving brand awareness and fostering customer loyalty in the competitive U.S. market.

Joe Rampoldt, CEO of Lidl U.S., expressed enthusiasm for the new appointments, emphasising their collective expertise and leadership as instrumental to the company’s ongoing success. With a commitment to enhancing the customer experience, Lidl aims to deliver high-quality products at affordable prices, supported by a talented and strategic leadership team.

Headquartered in Virginia, Lidl operates globally, boasting over 12,000 stores across 32 countries and employing over 360,000 individuals worldwide. In the U.S., Lidl continues to expand its footprint, offering quality groceries to customers across nine East Coast states and Washington D.C.