Ace Retail Holdings Promotes Schadegg, Weber to Senior Leadership Roles

Ace Retail Holdings, the parent company of Westlake Ace Hardware and Great Lakes Ace Hardware, has announced two key leadership promotions as part of its ongoing organizational growth.

Jennifer Schadegg has been promoted to director of merchandising. She joined Westlake Ace in 2019 as a senior category manager and was elevated to director of merchandising for Westlake in 2022. In her expanded role, Schadegg will oversee merchandising and category management for all 250-plus Westlake and Great Lakes Ace locations. She studied at Idaho State University and is pursuing a degree in organizational leadership from Colorado State University.

Alicia Weber has been named senior director of marketing. A 31-year veteran of the company, Weber began her career at Westlake Ace as a marketing intern in 1993 and most recently served as director of marketing. She will now lead integrated marketing efforts across both Westlake and Great Lakes Ace stores, continuing the company’s shift toward a digital-first, customer-centric strategy. Weber holds a Bachelor of Science in advertising from the University of Kansas.

According to Laura Byrne-Harris, vice president of merchandising and marketing, the promotions reflect Ace Retail Holdings’ commitment to leadership continuity and operational alignment as the Westlake and Great Lakes brands continue integrating under the same umbrella.