Total Retail Talks
Total Retail Talks is for retail executives who crave the knowledge and insights needed to stay successful in today's fast-paced industry. Through engaging talks and focused interviews, listeners take away useful information and practical advice from a full roster of retail experts, influencers and leaders.

In episode 458 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Gerardo Soto, vice president of brand marketing and sports partnerships at Lowe's, a FORTUNE® 50 home improvement company serving approximately 16 million customer transactions a week in the United States. Listen in as Soto details the retailer's partnership with global soccer star Lionel Messi, his club Inter Miami CF and this summer's CONMEBOL Copa América 2024 USA™ tournament (1:10). He discusses what Lowe's looks for in sports partnerships and why Messi a great fit (5:35), as well as the home improvement retailer's marketing strategy around the partnership (9:00).

In addition, Soto shares the perks for loyalty members as a result of this recently announced partnership (14:20), the metrics the retailer uses to measure partnership success (17:35) and the impact of sports partnerships for Lowe's (19:05). Lastly, he touches on how Lowe's continuously identifies athletes to explore new partnership opportunities (22:05), including ensuring the retailer innovates alongside the ever-changing trends in sports and retail (24:35).

As vice president, brand and sports marketing, Gerardo Soto is responsible for developing and executing brand marketing strategies and campaigns to capitalize on growth opportunities for Lowe’s DIY and Pro customers, leveraging consumer insights and a keen understanding of the competitive landscape. He leads the creation of a customer-centric strategic marketing plan and partners internally to conceive growth strategies, win new customers, and drive in-store and online traffic and sales.

In addition, Gerardo builds and manages high-impact sports partnerships with brands and properties like the NFL, Carolina Panthers, Dallas Cowboys, Inter Miami CF, Charlotte FC, and Charlotte Hornets, as well as with high-profile players like Travis Kelce and, more recently, Lionel Messi, to develop campaigns that leverage the power of live sports to reach Lowe’s target audiences and drive brand preference and loyalty.

Gerardo joined Lowe’s in 2021. He has more than 20 years of experience in retail, durable consumer goods and technology industries. 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.

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