Home Depot, Lowe’s Look to ‘Pros’ for Growth

The Home Depot and Lowe's are both going after "pros."
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Competitors The Home Depot and Lowe’s are both zeroing in on the same high-value target as the pandemic-driven home improvement boom slows — professional contractors, builders and tradespeople.

The Home Depot has made a number of executive moves to better “align the organization” around this consumer set, which the company describes as its “largest growth opportunity,” and Lowe’s is bringing back its “Pro-vember” savings event to help home improvement professionals “restock and recharge for the year ahead.”

Home Depot Vet Takes on New Role to Align Stores and Outside Sales

Ann-Marie Campbell, a 38-year Home Depot veteran who has served as EVP of U.S. Stores and International Operations since 2020, has been promoted to Senior Executive VP, effective Nov. 1. In her new role she will assume responsibility for outside pro sales efforts as well as the company’s installation services business while continuing to oversee U.S. stores and operations and the company’s Canadian and Mexico business units. Both Chip Devine, SVP of Outside Sales, and Tim Wilkerson, SVP of Home Services, will now report to Campbell.

Another long-time company executive, Hector Padilla, who has notched 29 years on his Home Depot utility belt, has been named EVP of U.S. Stores and Operations, leading the company’s three U.S. operating divisions comprising more than 2,000 U.S. stores. Prior to this promotion, Padilla was EVP of Outside Sales and Service, where he led the company’s pro and installation services units. Padilla also will now report to Campbell.


Home Depot hopes that combining its outside sales and service business with its global store organization will help bring together its “full ecosystem of deep expertise” alongside new capabilities to enable it to better serve pro customers.

“Pro is our biggest growth opportunity, and in order to provide the products and capabilities pros need, we are evolving our organization and approach to better serve them,” said Ted Decker, Chair, President and CEO of The Home Depot in a statement. “Ann-Marie and Hector are incredible leaders who understand the unique requirements of the pro, as well as the dynamic operating environment across stores. I’m confident their focus on our customers, dedication to our associates and passion for our culture will help us capture the enormous opportunity ahead.”

The executive appointments are the latest in a series of moves by the retailer to enhance its appeal among pro customers, including the launch of a jobseeker marketplace to help tradespeople connect with hiring professionals in construction and home improvement.

Lowe’s Brings Back Pro-vember Sale

Lowe’s annualPro-vember savings event, designed to celebrate its pro customers, returns from Oct. 26-Nov. 22. During the month-long sale, professional customers can access extra savings on products from trusted brands such as DeWalt and HGTV Home by Sherwin-Williams paint. Additionally, members of the Lowe’s MVPs Pro Rewards and Partnership Program earn up to three bonus points per dollar spent on select brands and products.

Lowe’s pro-specific MVP loyalty program is one of the biggest ways the retailer is working to connect with this high-value community. The program, which debuted in 2022, continues to add new benefits for pro members, including time-saving tools, volume pricing and specialized app functionality that makes tracking and reordering easier.  

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