Ace Retail Holdings Promotes Schadegg and Weber

KANSAS CITY, Mo. (April 30, 2025) – Ace Retail Holdings, the parent company of Westlake Ace Hardware, Great Lakes Ace Hardware, and several other retail hardware brands, recently announced two key promotions.

Jennifer Schadegg – Director of Merchandising

Jennifer Schadegg has been promoted to director of merchandising for Ace Retail Holdings. She joined Westlake Ace Hardware in 2019 as a senior category manager and was named director of merchandising for Westlake Ace Hardware in 2022.

In her new role, Schadegg will oversee category management and merchandising for all of Ace Retail Holdings’ 250+ Westlake Ace and Great Lakes Ace stores nationwide.

Schadegg studied at Idaho State University and is currently pursuing a degree in organizational leadership from Colorado State University.

Alicia Weber – Senior Director of Marketing

Alicia Weber has been promoted to senior director of marketing for Ace Retail Holdings. Weber joined Westlake Ace in 1993 as a marketing intern and has played a key role over the past 31 years in shaping the company’s marketing strategy, from creative development and media buying to leading the company’s digital transformation.

Weber was most recently the director of marketing for Westlake Ace. In her new role, she will lead the integrated marketing teams for Westlake Ace and Great Lakes Ace as the company continues to shift to a “digital first,” customer-centric marketing approach. She holds a Bachelor of Science degree in advertising from The University of Kansas in Lawrence, Kansas.

“Jennifer and Alicia have made significant contributions to the growth and success of Westlake Ace Hardware,” said Laura Byrne-Harris, vice president of merchandising and marketing for Ace Retail Holdings. “As we continue the journey of integrating the Westlake Ace and Great Lakes Ace businesses under the Ace Retail Holding umbrella, their passion and strong leadership will be key in driving continued growth and operational excellence across our brands.”