Charting the Future of Dollar General Media Network

In the rapidly evolving world of retail media, few platforms are as uniquely positioned as Dollar General Media Network (DGMN). With more than 20,000 stores across 48 states in the U.S., Dollar General serves as a lifeline for millions of shoppers in rural communities—many of whom are underserved by traditional retail and digital commerce. As I step into the role of vice president and general manager, I am looking forward to building on DGMN’s strong foundation to further elevate how brands connect with hard-to-reach customers.

DGMN is at a pivotal moment, and I’m excited to bring my expertise and experience from previous retail leadership roles to the team. We are on the cusp of an inflection point and ready to evolve into DGMN 2.0.

In addition to our national store footprint, we’re building the Last Mile of eCommerce for the Last Mile of America. Our customer base is already digitally engaged but typically underserved. That creates a powerful opportunity for brands to find growth in places they’ve historically been unable to reach.

A Vision Rooted in Empowerment and Innovation

My leadership philosophy is grounded in servant leadership and customer service. I place an emphasis on collaboration, innovation and action—qualities that are essential in a media landscape that’s accelerating by the day.

I want my team to feel empowered to run their businesses in support of the larger enterprise priorities and mission. We will move with pace and focus, always looking for ways to create joint value for our advertisers and our customers.

With a mindset that is already shaping DGMN’s strategic direction, our top priorities include leveraging technology for automation and efficiency, meeting brands where they are—whether through self-service or managed service—and enhancing performance measurement to build confidence and drive customer lifetime value.

Differentiation in a Crowded Ecosystem

Retail media networks are proliferating, but our media network stands apart. Unlike many competitors, DGMN began by reaching its differentiated audience offsite through programmatic and social channels via display, video and CTV advertising. Now, it’s expanding into onsite digital experiences and in-store activations, creating a full-funnel ecosystem for brands.

With over 90 million shoppers and frequent store visits, DGMN offers consistent opportunities for brands to drive sales, introduce new products and build lasting loyalty.

Dollar General has really focused on scaling our digital commerce. That gives us a unique advantage—we’re not retrofitting old systems; we’re building new ones designed for today’s shopper.

Innovation in Action

DGMN’s innovative spirit is captured in recent collaborations with DoorDash, as they open new avenues for customer acquisition and brand engagement. Through the DoorDash Marketplace and a joint advertising partnership, brands can tap into the momentum of digital sales and reach new audiences.

Another standout is our partnership with Recess, which brings product sampling and brand moments to smaller communities in unexpected ways. By leveraging Dollar General’s scale and local presence, we are creating memorable experiences that resonate deeply with rural shoppers.

Dollar General is a fixture in rural American communities, and we’re able to use that scale to surprise and delight customers at their favorite local places and in our stores. It’s an innovative take on sampling & creating brand moments that is still in its early days!

Lessons from a Career in Retail Media

My career has taught me the importance of building a strong foundation and being a consistent, strategic partner.

Retail media is unique—we accelerate merchant and supplier relationships, drive better-performing media and serve as a growth lever for the enterprise. To keep that seat at the table, we must deliver results and avoid distractions.

My approach is pragmatic: create strong core tools across onsite, offsite, in-store and measurement, and bridge the priorities of merchants and suppliers to become a true strategic partner. Along the way, we’ll find unique ways for brands to connect with our audience, whether their products are on the shelves in our stores or not.

Looking Ahead: Trends Shaping the Future

I see three major trends shaping retail media over the next 3–5 years:

1. Industry Maturation: As technologies and capabilities evolve, brands are becoming more discerning. Retailers must adapt to meet expectations across national, shopper, and trade media.
2. AI Integration: Artificial intelligence will streamline manual processes, personalize consumer journeys, and unlock smarter media strategies.
3. In-Store Innovation: The physical store remains a vital touchpoint. New tactics will enhance the customer experience while creating fresh opportunities for brand engagement.

Staying Curious, Staying Inspired

Riding the pace of change, I am energized by our mission.

I’m naturally curious—I ask a lot of questions, and I like to dig into how things work. Technology keeps evolving, and that opens new ways to create value. I stay inspired by our mission, by the people around me, and yes, by LinkedIn, too.

As DG Media Network enters its next chapter, I intend to help bring clarity, innovation and impact to a platform that’s already redefining retail media. For brands looking to grow in underserved markets, DGMN is not just a media network—it’s a catalyst sparking change and accelerating opportunity.