LIXIL Americas announced two new positions that will drive brand-led growth and market share gains, the company said. Effective immediately, Gene Barbato (pictured left) has been named the new vice president of brand management for American Standard; Matthew Farwell (pictured right) has been selected as vice president of brand management for DXV and GROHE.

Both Barbato and Farwell are leading the organization to enhance the equity of the brands and accelerate breakthrough innovations, it noted. Each leader will have full profit & loss responsibility as well as accountability for creating a seamless brand experience across all touchpoints 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,” said 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.”


Gene Barbato

In this newly created position, Barbato will report to 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.  

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.


Matthew Farwell

As steward for both brands, Farwell 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.

Farwell holds an E.M.B.A. from the University of Western Ontario and a B.A. in economics from King’s University College.