Dive Brief:

• Dollar General has hired former Walmart executive Tony Rogers as senior vice president and chief marketing officer, the discount chain announced Thursday.
• Rogers served most recently as chief marketing officer for international jewelry retailer Signet Jewelers.
• The appointment is the latest in a string of top-level executive changes at Dollar General during the past year as the company continues to roll out its turnaround strategy.

Dive Insight:

Rogers brings deep experience at multiple retailers to his new position at Dollar General, which has been pursuing a turnaround strategy during the past few quarters after weathering a challenging year in 2023. 

He will oversee the company’s marketing, brand, media and personalization activities across all of its channels, including its online platforms and retail media network, the company said.

Before moving to Signet Jewelers in August 2022, Rogers held several senior roles at Walmart, including chief member officer of the retailer’s Sam’s Club warehouse chain, a position he held from 2018 to 2022, according to his profile on LinkedIn. Rogers also served as chief marketing officer of Walmart U.S. for a nearly three-year stretch beginning in 2016 and before that held the same role for Walmart’s operations in China.

Prior to joining Walmart in 2005, Rogers held marketing positions at food manufacturers Frito Lay and Pillsbury former computer seller Gateway, his LinkedIn profile notes.

Rogers’ “proven ability to drive innovative personalized marketing strategies that enhance brand positioning, connect with consumers, and drive growth will elevate our customer engagement and support our key initiatives here at Dollar General,” Emily Taylor, Dollar General’s executive vice president and chief merchandising officer, said in a statement.

Rogers is the latest high-level executive appointment at Dollar General under CEO Todd Vasos, a former chief executive of the company who unexpectedly returned to the role last October when the retailer fired its previous CEO, Jeffery Owen, in a bid to “to restore stability and confidence.”

In January, Dollar General appointed Steve Deckard as executive vice president of store operations and development, replacing Steve Sunderland. Last July, the retailers’ former chief strategy officer, Donny Lau, departed to become CFO of Zaxby’s, a chain of chicken restaurants.

Dollar General also announced a number of other executive-level hires and promotions on Thursday:

• Tim Bartlett has been named vice president of asset protection after serving as a division vice president.
• Natalie McConnell is joining the company as vice president and division merchandising manager and will be responsible for holiday events, toys and law and garden. McConnell was also a vice president of At Home, according to her LinkedIn profile.
• Jimmy Nguyen has been promoted to vice president and division merchandise manager of health and beauty. Nguyen formerly was senior director of merchandising for Dollar General.

In addition, Dollar General named Matt Frame, Kaushik Paul and Brett Sorensen as division vice presidents.