F.W. Webb Co. has promoted Brendan Lilly to vice president of ecommerce and digital, a move that reflects the growing role of online platforms in the distributor’s customer engagement strategy across HVAC, plumbing and mechanical markets in the Northeast.
The family-owned wholesaler said the appointment formalizes executive oversight of its digital operations as contractor demand continues to shift toward online product access, purchasing tools and account-specific services that complement branch-based sales and service. Lilly oversees F.W. Webb’s eCommerce and digital organization, including its primary trade website, fwwebb.com.
Chief 0perating fficer Bob Mucciarone said the scale and complexity of the company’s digital business warranted a dedicated leadership role.
“Brendan and his staff have built the foundation for our long-term success in the eCommerce space,” Mucciarone said in a statement. He cited improvements to the company’s websites and Lilly’s role in assembling a specialized digital team that has expanded online capabilities for customers.
Lilly joined F.W. Webb in 2022 and has led a series of enhancements to the company’s digital platforms, adding tools designed to support trade professionals and contribute to revenue growth. The company did not disclose specific financial metrics tied to eCommerce performance.
In prepared remarks, Lilly said the company’s digital strategy is focused on supporting both customers and employees across multiple buying channels rather than shifting away from in-person relationships.
“We’re focused on providing a powerful, intuitive and seamless experience across whichever channel a customer prefers,” Lilly said. “My team is pushing forward every day to deploy technology in ways that support the hard work of our customers and employees.”
Lilly also emphasized team development as a central element of the company’s digital progress.
“The real secret weapon at F.W. Webb is our people,” he said. “We’re a family-owned business that puts families first, and that culture makes it easier to build strong teams that support long-term success.”
The promotion is part of a broader set of leadership appointments at F.W. Webb aimed at strengthening operations, sales execution and customer experience. Recent additions include Ryan Heusinkveld as vice president of information technology; Brian Cavossa as director of regional sales for southern New York, New Jersey and Pennsylvania; Pat Casey as director of business advancement for HVAC; and Warren Bean as director of commercial HVAC sales.
Founded in 1866, F.W. Webb is the largest wholesale distributor of plumbing, heating, HVAC, LP gas, refrigeration, and pipe, valves and fittings in the Northeast, according to the company. It operates more than 100 locations across nine states and serves 16 specialty markets, including water works, environmental services and process controls. The company also operates 49 Frank Webb Home bath, kitchen and lighting showrooms.
