Lidl Appoints Four Retail Veterans

Lidl US has announced the appointment of four industry veterans to the company’s leadership team.

They are: Miguel Paradela, Executive Vice President of Purchasing and Chief Commercial Officer; Frank Kerr, Chief Customer Officer; Tod Seiling, Vice President of Fresh; and Michael Chao, Head of Marketing.

Kerr is Lidl’s first-ever Chief Customer Officer, responsible for driving a holistic consumer experience. Kerr, who returns for a second stint at Lidl US, where he was one of the first 50 employees, will bring all customer-centric activities together in this newly created team, which will include consumer insights, marketing, loyalty and promotions. Kerr has been in the US grocery industry for over 20 years and has worked at major brands, including Save A Lot and Nestle.

“I am excited to welcome Miguel, Frank, Tod and Michael to the team,” Lidl US CEO Joel Rampoldt said in a statement. “Their combined expertise, incredible leadership and the work of their talented teams will be crucial to our success as we continue to deliver high quality products at low prices for our customers.”