Frank Crowson, Senior Vice President and Chief Marketing Officer, joined Northern Tool + Equipment in 2023 with senior leadership experience at some of the nation’s most successful retailers. In his role, he oversees all elements of the marketing function and is responsible for leading the company’s initiatives involving brand awareness and revenue growth. Frank brings an entrepreneurial spirit and tenacity to his role in addition to his breadth of retail experience and expertise.

Prior to joining Northern, Frank held key leadership positions at multiple retailers. He most recently served as Best Buy’s Chief Marketing Officer where he led meaningful evolution of the brand, acceleration of digital media and significant growth in the retail media business. Prior to Best Buy, Frank was SVP and Head of Marketing for Guitar Center as well as holding multiple leadership positions over the course of 15 years with Target Corporation including buying, owned brand and entertainment marketing and VP of promotion marketing.

Frank is a graduate of Hamline University in St Paul, MN, with a Bachelor of Arts degree in Economics.

Frank brings a human-centric focus to his leadership, prioritizing customers and team to drive success. He is a future-focused leader who enjoys a blend of art and science and working at the intersection of data and intuition.

Jeff Land, Senior Vice President of Merchandising, joined Northern Tool + Equipment in April 2021. His responsibilities include pricing, global sourcing and space planning. With extensive leadership in each of these areas, Jeff brings integral experience and skills to the company's growth and development initiatives.

Before Joining Northern Tool, Jeff served as Vice President of Merchandising, Product Development, Engineering and Global Sourcing at Generac. Partnering with colleagues across the company, Jeff and his team developed the Chore Products Business Group, a driving factor in Generac's growth. Prior to his position at Generac, Jeff served as Senior Director of Category Management at Harbor Freight. As lead strategist for the Merchandising, Store Environment and Product Development Divisions, Jeff helped spearhead significant business growth. Early in his career, he held management positions in retail operations, pricing and merchandising at The Home Depot.

He holds a B.A. in Economics from the University of Washington.

Jeff is a high-energy leader focused on building and motivating high-performance teams to outperform expectations in delivering innovative products and solutions to the customer.

Mark Glover, Vice President of Information Technology, joined Northern Tool + Equipment in July of 2022. As a seasoned transformational leader, Mark brings deep retail technology experience to his leadership role and drives a nimble and engaged culture at Northern Tool. His expertise has been instrumental in propelling the agile transformation journey at our company.

Before joining Northern Tool, Mark served as a technology leader at Prime Therapeutics, where he drove their agile transformation. Prior to that, he spent over 12 years at Target Corporation, where he led a 3-year initiative to implement transformational omnichannel technology solutions including Store Pickup, Ship from Store and Ship to Store.

Mark holds a B.A. in International Management from Saint John’s University in Collegeville, MN.

Mark is a strategic leader who takes a calm, data-driven approach to solving problems and driving change. He believes in creating an engaging workplace culture with a clear commitment to developing talent. He is steadfastly dedicated to working hard and cultivating a best-in-class technology team that drives excellence in all things at Northern Tool.

Nate Miller, Vice President of Digital Evolution, Direct Sales & Operations, joined Northern Tool + Equipment in June 2002. Prior to his current role, Nate served Northern as Manager, Director and VP of Ecommerce Marketing + Web Design.

Nate focuses on creating the ultimate customer experience across all channels by listening to and working with internal teams and customers. He excels at matching opportunities with the strengths of team members, positioning them to succeed and achieve the best possible outcome. Nate is passionate about the Northern Brand and is excited to continue building an omni-channel, family-owned and operated business that prioritizes creating long-term customer relationships.

Nate was Director of Ecommerce at Taylor Corporation in Mankato, MN, from Aug 1999–May 2002. Reporting directly to the Executive Vice President of Marketing, Nate was responsible for leading ecommerce strategy, digital marketing, website development and analysis, market penetration and profitability. Nate’s prior leadership experience equipped him with a depth of knowledge critical to transforming Northern’s ecommerce channel into a major business driver.

Nate is a current member of the Digital Leadership Council of the National Retail Federation and holds a Bachelor of Science degree in Business from Mankato State University in Mankato, MN.

Steve Spears, Vice President of Retail, joined Northern Tool + Equipment in 1998 as a Store Manager in our Minneapolis, MN market. Since then, Steve has held several leadership positions across our retail stores and corporate retail teams. Steve’s experience working across multiple disciplines gives him the unique perspective to lead our retail teams in delivering a high-quality customer experience.

Throughout his career, Steve has served in several leadership roles including Retail Planning and Merchandise Manager, Director of Store Merchandising and Marketing, and most recently as Senior Regional Director of Retail Sales. During his tenure, Steve has led key cross-functional projects to deliver new and expanded capabilities to the organization.

Steve studied at Century College with a focus on Business Administration and Management.

Steve is a results oriented leader with a proven track record for quick action and lasting impact. Steve takes a pragmatic approach to synthesize company strategy into actionable plans that our growing store teams execute against in support of our company mission. His people-focused approach to leadership inspires teams to prioritize development for themselves and their teams, leading to a culture based on trust and accountability.