On May 4, Burnsville, Minnesota-based Northern Tool + Equipment announced that Frank Crowson has been named Senior Vice President and Chief Marketing Officer, beginning May 8. Crowson will be responsible for leading Northern Tool + Equipment’s initiatives involving brand awareness and revenue growth, the company said in a news release.

Crowson recently was SVP and Chief Marketing Officer for Best Buy. He also served as SVP of Marketing for Guitar Center and worked more than 15 years across numerous marketing and merchandising roles at Target, including buying, promotions and owned brands marketing, Northern Tool + Equipment said.

“We’re excited to welcome Frank to the Northern Tool + Equipment team,” said Suresh Krishna, Northern Tool + Equipment President and CEO. “With his extensive retail leadership experience and proven track record of driving results through customer-centric, digital-first marketing, we believe Frank is the right person to lead our marketing and brand-building efforts. His entrepreneurial spirit and tenacity are a perfect match for Northern Tool.”

Crawson added, “I’m looking forward to joining the team and contributing my experiences from across the retail industry to drive market growth and expand the reach of Northern Tool + Equipment. I’m passionate about growth and transformation and am thrilled to join Northern Tool on their mission to honor and serve those who do the tough jobs.”