Dollar General restructures leadership to drive expansion plans

Dollar General has named Steve Deckard as executive vice president of strategy and promoted Tracey Herrmann to executive vice president of store operations.

Deckard began his career at Dollar General in 2006 as the regional director of stores and has since held multiple managerial positions.

As executive vice president of growth and emerging markets, he led the company’s expansion into Mexico with the Mi Súper Dollar General and implemented growth initiatives including popshelf.

In his new role, he will spearhead Dollar General’s national expansion plan, improve workflow processes, and lead strategic initiatives.

Dollar General CEO Todd Vasos said: “During Steve’s more than 19 years at Dollar General, his experience has spanned store operations, asset protection, real estate, and financial planning, as well as growth and emerging markets.



“As he played a critical role in the strategic expansion into Mexico as our first international market, I am confident his extensive knowledge of our business and its operations make him uniquely qualified for this new role as executive vice president of strategy and development.”

Meanwhile, the discount retailer has promoted Tracey Herrmann to executive vice president of store operations, following her tenure as senior vice president of store operations.

Herrmann previously oversaw operations for three divisions in the Southeast region. She also served as senior vice president of channel innovation where she managed operations for the company’s popshelf stores.

Vasos added: “Tracey’s drive for operational excellence and innovation during her impressive 12-year career at Dollar General will ensure our continued evolution in an increasingly competitive retail landscape.

“Her commitment to our mission coupled with her dedication to the brand will help deliver the best store experiences for our customers and employees.”

As part of its growth strategy, the discounter plans to open 575 new stores and remodel 4,250 existing locations.

Last year, it reached a milestone with the opening of its 20,000th store and aims to accelerate nationwide expansion in 2025.

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