dollar-general
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Todd Vasos and the trouble with getting bigger
He helped Dollar General spread across small-town America. Then retirement ended, the stores needed attention, and Todd Vasos came back to confront the complications of his own success.
Dollar General
Dollar General is one of the largest discount retailers in the United States, operating more than 21,000 small-box stores that sell everyday essentials - food, cleaning supplies, health and beauty aids, paper products, apparel and seasonal goods - at low price points. Founded in 1939 in Tennessee, the company built its business by placing convenient, value-focused stores in small towns and rural communities that larger chains often overlook, and roughly 75% of the U.S. population lives within five miles of a Dollar General store.
Tony Rogers
Tony Rogers is the Senior Vice President and Chief Marketing Officer of Dollar General, where he leads brand, media, personalization and the DG Media Network across the retailer's roughly 20,000 stores. A University of Texas graduate who started in accounting before turning to marketing, he built a 25-year career at consumer brands and retailers including Pillsbury, Frito-Lay and Gateway before spending more than 17 years at Walmart, where he rose to Chief Marketing Officer of Walmart U.S. and later Chief Member Officer at Sam's Club. He joined Dollar General in June 2024 after a stint as CMO of Signet Jewelers, bringing a philosophy built around purpose, evolution and keeping the customer at the center of every decision.