Lidl Names New Chief Commercial Officer and First-Ever Chief Customer Exec


Discount supermarket retailer Lidl U.S. has named four executives with extensive retail experience to top posts, including naming Frank Kerr as the company’s first-ever Chief Customer Officer. Kerr is returning for a second stint at Lidl U.S., where he was one of the first 50 employees, and he’ll be responsible for driving a holistic customer experience using consumer insights, marketing, loyalty and promotions.

Lidl also named Miguel Paradela as its new EVP of Purchasing and Chief Commercial Officer; Tod Seiling as VP of Fresh; and Michael Chao as Head of Marketing. Paradela has more than 25 years’ experience with Lidl, most recently as GM of Purchasing and Marketing for Lidl Spain.

Tod Seiling, who will report to Paradela, will oversee all fresh food buying for Lidl. He was most recently VP of Fresh Merchandising at Save a Lot and has held fresh food roles at companies including Walmart, Albertsons, Rouses Market and Farmland Foods, a division of Smithfield Foods.

Michael Chao, who will report to Kerr, has held senior marketing roles for retailers including Dollar General, Joann Stores and Walmart. In his new role he’ll be responsible for driving brand awareness and customer loyalty as Lidl continues to grow its U.S. business.


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