Woodward & Lothrop Inc. has appointed Vivian S. Woods, Robert E. Friedman and Arthur J. Pugh as executive vice presidents and Joseph F. Gallucci as senior vice president-finance and treasurer.

Woods will add the Men's and Shoe divisions to her current responsibilities which include Children's Wear, Intimate Apparel and Cosmetics. Friedman will add the Home Store to his duties, which include the Ready-to-Wear divisions. Pugh will assume additional duties in the company's corporate structure.

Other management changes at Woodward & Lothrop include the promotions of Robert Kiatta and Donald Godfrey to corporate vice president. Kiatta will concentrate on systems coordination and program development for the chain's 13 suburban stores, and Godfrey will focus his attention on the Washington store and central services.

Kevin M. Spencer was the recipient of the top category award for a front entrance garden planting by the Landscape Contractors Association of Metropolitan Washington. He also received a national merit award for a specialized garden by the American Association of Nurserymen at their annual meeting here last month.

Franklin E. Kriebel, executive vice president of Southern Pacific, is retiring after more than 34 years of railroad service. His work with the Interstate Commerce Commission made him a well-known figure here.

Robert O.Carr has been elected vice president of residential development for The Oliver T. Carr Co.

The directors of Peoples Life Insurance Co. have promoted David E. Sams Jr. to executive vice president, administration. Four other management and promotion changes also were announced. H. Donald Hayes has become vice president, life systems development; Cleon W. Vosler is now vice president, special markets; W. Edward Bohrer Jr. is vice president, group insurance; and Peter A. Bogren was promoted to vice president, advertising and sales promotions.

Joan D. Manley, a group vice president and directory of Time Inc., has been nominated to the board of directors of Borg-Warner Corp.

Eric Blaesing has been named manager of The Southland Corp.'s Capitol 7-Eleven Food Stores division, which includes 455 stores.

The board of directors of the Federal Deposit Insurance Corp. announced the appointment of James L. Sexton as deputy director of the agency's division of banking services. He succeeds John L. McCarthy, who retired. Quinton Thompson will become the new division director on May 12.

First Federal Savings and Loan Association of Annapolis has promoted six staffers to vice president. They are: John Hersman,mortgages and real estate appraisal; Sharon Kresge, data processing; Diana Langeluttig, mortgage servicing; Earl Schneider Jr., financial department; Richard Seborowski, research and development; and Peggy Weems, personnel.

Chester A. Newland, a professor with the University of Southern California's Washington Public Affairs Center and the School of Public Administration in Los Angeles, has been elected president-elect of the American Society for Public Administration. He becomes president in April 1981.