Lowe's builds on customer experience strategy with new executive roles

MOORESVILLE, N.C. — Lowe's continues to implement its customer-focused strategy with the creation of new executive roles. The company has created a customer experience division that will be led by Gregory Bridgeford, chief customer officer, who is responsible for creating customer experiences that will best serve customers and differentiate Lowe’s from its competitors.

Reporting to Bridgeford are:

  • Robert Gfeller, customer experience design executive. Gfeller previously served as EVP merchandising. His new responsibilities include leading the design of compelling, differentiating experiences across the United States multi-channel business. Over the near term, Gfeller will continue to lead the merchandising function until his former position is filled.

  • Thomas Lamb, chief marketing officer. Lamb previously served as SVP marketing and advertising. His new responsibilities include all communications and marketing functions. 

  • Joseph Mabry, digital interfaces executive. Mabry previously served as EVP logistics and distribution. He will be responsible for planning, developing and operating Lowe's internet websites and other digital customer interfaces.

Lowe's also created an operations division,  lead by Rick Damron, COO, for delivering the customer experience.

Reporting to Damron are:

  • Dennis Knowles, U.S. stores executive. Knowles previously served as SVP specialty sales and store operations support. He will manage operations and in-store readiness of U.S. retail stores.

  • Brent Kirby, sales and service fulfillment executive. Kirby served most recently as SVP store operations – North division. Kirby is responsible for managing operations of U.S. outside sales and services, including contact centers, installation, repairs, and on-site sales.

  • Gary Wyatt, real estate executive. Wyatt will continue to oversee real estate, engineering & construction, and facilities and is responsible for designing, planning, constructing and maintaining retail and customer service spaces for the U.S. multi-channel business.

Lowe's also made the following personnel changes:

  • Richard Maltsbarger has be named business development executive. He previously served as SVP strategy. Maltsbarger is responsible for strategic planning, business process management, research and Lowe’s innovation center.

  • Nelson Peace, now corporate administration executive, previously served as SVP corporate affairs. Peace is responsible for government affairs, corporate facilities, corporate security, aviation, and corporate events and travel.


  •  William Robinson, now head of international operations and development, previously served as senior vice president of international operations and customer support services. Robinson is responsible for the company’s operations in Canada and Mexico as well as international development.

“With one of the deepest benches in retail, Lowe’s has a long history of developing great leaders,” said Robert Niblock, chairman, president and CEO. “These individuals’ leadership, hard work and expertise in their respective areas have been instrumental in the success of our company. Now it’s time to focus on creating and delivering seamless customer experiences.”

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