Lidl Announces Strategic Hires

Lidl US has appointed four industry veterans to the company’s leadership team. They include Miguel Paradela, EVP of purchasing and chief commercial officer; Frank Kerr, chief customer officer; Tod Seiling, VP of fresh, and Michael Chao, VP and head of marketing.  

“I am excited to welcome Miguel, Frank, Tod, and Michael to the team. 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. At Lidl, we are committed to boosting the customer experience at all of our stores, and having the right talent in place is necessary to achieve our goals,” said Lidl US CEO Joel Rampoldt in a statement.

Reporting to Rampoldt, Paradela will be responsible for setting the long-term strategy for the buying and merchandising function at Lidl US. Paradela has over 25 years of experience with the international grocer, where he most recently served as the general manager of purchasing and marketing for Lidl Spain.

Kerr is the company’s first chief customer officer and is responsible for driving a holistic consumer experience, according to Lidl. Kerr, who was one of the grocer’s first 50 employees, will return to the retailer after leaving to work with major brands including Save A Lot and Nestle. In the new role, Kerr is tasked with unifying customer-centric activities, including consumer insights, marketing, loyalty, and promotions.

Seiling brings almost 30 years of experience to his new role of VP of fresh. He will oversee all fresh food buying including meat, fish, poultry, and produce. Joining most recently from Save a Lot where he served as VP of fresh merchandising, Seiling has spent his entire career in fresh food.

Chao joined Lidl US as VP and head of marketing after working in senior positions at retailers including Dollar General, Joann Stores, and Walmart. Chao will be responsible for driving brand awareness and customer loyalty as the business continues to grow in the U.S.

Kerr and Seiling with report to Paradela, and Chao will report to Kerr.