Dollar General creates new role focused on emerging markets

Dive Brief:

As it focuses on enhancing stores, Dollar General has created a new role focused on emerging markets, the retailer announced on Tuesday.
Steve Deckard has been named executive vice president of growth and emerging markets, effective June 1. In the role, he will be responsible for the company’s Mi Súper Dollar General in Mexico, Popshelf and DG Well Being initiatives. He will also work with the company’s Real Estate and Decision Science & Analytics teams.
Deckard joined Dollar General in 2006 as a regional director, and most recently he served as senior vice president of emerging markets. Before joining Dollar General he worked for Walmart for more than a decade.

Dive Insight:

In its announcement, Dollar General credited Deckard with leading its expansion into Mexico. The discount retailer said it has increasingly relied on Deckard to manage its store operations, asset protection, corporate process improvement, strategy and financial planning.

Steve Deckard joined Dollar General in 2006 and most recently served as senior vice president of emerging markets.

Courtesy of Dollar General

“Over the past 17 years, Steve has played an important role in the expansion of our business, helping to further our mission of Serving Others both in the United States and now Mexico,” Jeff Owen, Dollar General’s chief executive officer, said in a statement. “His proficiency in data science, retail operations and strategic implementation has been critical and we look forward to extending our reach and progressing key strategic initiatives under Steve’s leadership.”

In addition to promoting Deckard, Dollar General also named Kelly Dilts as its new chief financial officer in April. She transitioned from senior vice president of finance to CFO on May 1. Meanwhile, the company’s previous CFO and president, John Garratt, plans to retire on June 2.

Dollar General has appointed a new leader for its real estate and emerging markets operations after launching the Popshelf concept in 2020, a store concept that is geared toward suburban women with incomes between $50,000 and $125,000. In December 2021, the company said it aims to open 1,000 Popshelf locations by the end of fiscal year 2025.

On top of targeting higher-income consumers with Popshelf, Dollar General has also rolled out its Beauty Reinvention store layout to showcase its personal care and beauty product assortment, and unveiled three skin care and hair care product lines.