Gerardo Soto

Gerardo Soto is vice president of media and sports marketing at Lowe’s, where he leads the company’s media strategy and oversees the full media budget across all channels. He is responsible for driving both store and site traffic while maximizing return on advertising spend, and he heads the sports marketing team that leverages the power of live sports to build brand preference and loyalty. Since joining Lowe’s in 2021, Gerardo has developed and managed high‑impact partnerships with major leagues, teams, and athletes, including the NFL, the Carolina Panthers, Dallas Cowboys, Inter Miami, Charlotte FC, the Charlotte Hornets, Travis Kelce, and Lionel Messi. He brings more than 20 years of experience across the retail, durable consumer goods, and technology industries, having previously served as vice president of marketing and commercial excellence at Stanley Black & Decker and held leadership roles at Haku App Corporation and W.W. Grainger.