Gerardo Soto

As senior vice president, marketing, Gerardo Soto is responsible for all strategic brand, category and product marketing; brand engagement; and creative and media strategy to help deliver the company’s traffic, sales and customer growth objectives. He joined Lowe’s in 2021.

Gerardo has more than 20 years of experience across the retail, durable consumer goods and technology industries. In a prior role at Lowe’s, he led the media and sports marketing team, overseeing high-impact partnerships and sponsorships across major professional sports leagues, teams, marquee events, broadcast platforms and globally recognized athletes. He advanced Lowe’s presence across some of the most prominent properties in live sports, leveraging their reach and cultural relevance to connect with target audiences and strengthen brand preference and loyalty. He also led performance-oriented media strategies to help drive online sales growth, while advancing innovation through social commerce and emerging agentic shopping experiences. 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.