As vice president, media and sports marketing, Gerardo Soto drives Lowe’s media strategy and manages the company’s media budget across all channels to deliver store and site traffic, while maximizing Lowe’s return on advertising spend.
He also leads the sports marketing team, building and managing high impact partnerships with brands and properties like the NFL, Carolina Panthers, Dallas Cowboys, Inter Miami, Charlotte FC and Charlotte Hornets, as well as with high profile players like Travis Kelce and, more recently, Lionel Messi, to develop campaigns that leverage the power of live sports to reach Lowe’s target audiences and drive brand preference and loyalty. He joined Lowe’s in 2021.
Gerardo has more than 20 years of experience in retail, durable consumer goods and technology industries. Before joining Lowe’s, he served as vice president, marketing and commercial excellence for Stanley Black & Decker. He has also held leadership positions at Haku App Corporation and W.W. Grainger.
Gerardo received a bachelor’s degree in business administration from Louisiana State University and Agricultural and Mechanical College.