LIXIL Americas, pioneer of water and housing products that solve day-to-day, real-life challenges, have announced two new positions that will drive brand-led growth and market share gains. Effective immediately, Gene Barbato has been named the new vice president of brand management for American Standard and Matthew Farwell has been selected as vice president of brand management for DXV and GROHE for LIXIL Americas.
American Standard, DXV and GROHE brands
Both Barbato and Farwell are leading the organization to enhance the equity of the brands and accelerate breakthrough innovations. Each leader will have full profit & loss responsibility as well as accountability for creating a seamless brand experience across all touch points in the consumer journey.
“We’re excited to announce these organizational changes as the marketing organization within LIXIL realigns to drive brand growth across categories,” says Katty Pien, Chief Marketing Officer, LIXIL Americas. “The moves are imperative, as there is a growing focus on being recognized by consumers as the most trusted and innovative water company, developing innovation in products and marketing to exceed consumer expectations.”
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Gene Barbato, Vice President, Brand Management for American Standard, LIXIL Americas will report to Katty Pien
In this newly created position, Gene Barbato, Vice President, Brand Management for American Standard, LIXIL Americas will report to Katty Pien, and is responsible for developing and delivering the overall American Standard brand growth plan, inclusive of all areas of the marketing mix.
Barbato brings more than 20 years of marketing experience in the consumer packaged goods and healthcare industries working across a diverse set of brands and categories. Prior to joining LIXIL, Barbato was the U.S. wellness lead for Pfizer Consumer Healthcare where he drove all aspects of brand development, communications, profit & loss, agency management, innovation and business delivery.
Brand strategy and planning
Barbato holds a B.A. in Political Science from The University of California, Los Angeles and an M.B.A. from New York University, Stern School of Business. As steward for both brands, Matthew Farwell, Vice President, Brand management for DXV and GROHE, LIXIL Americas will also report to Pien and steer the progressive vision for the iconic properties in the portfolio. From growth to tactical marketing, Farwell will oversee all functional areas related to the brands.
Prior to his current position, Farwell served as senior managing director for GROHE, responsible for the development and execution of the GROHE brand strategies across the Americas, with responsibility for working across all functional areas related to the brand. Previously, he was senior director of national accounts, at LIXIL, responsible for strategic planning and implementation of programs across all Ferguson market segments for the American Standard, DXV and GROHE brands.