The CPG Guys are joined on its 600th episode by Tony Rogers, CMO of Dollar General which serves as America’s neighborhood general store. Founded in 1939, Dollar General lives its mission of Serving Others every day by providing access to affordable products and services for its customers, career opportunities for its employees, and literacy and education support for its hometown communities. As of May 1, 2026, the Company’s 21,055 Dollar General, DG Market, DGX and pOpshelf stores across the United States and Mi Súper Dollar General stores in Mexico provide everyday essentials including food, health and wellness products, cleaning and laundry supplies, self-care and beauty items, and seasonal décor.

Follow Tony on LinkedIn at: https://www.linkedin.com/in/tonyrogers1

Follow Dollar General online at: https://investor.dollargeneral.com/

Tony answers these questions:

Dollar General has a very clear value proposition—convenience, everyday low prices, and a store that feels close to home. How would you articulate the brand promise today, and how has it evolved with changing consumer expectations over the last few years?
Dollar General serves millions of daily shoppers. What consumer insights have most surprised you since you joined, and how do you translate those insights into marketing programs that scale across thousands of stores?
Data is the backbone of modern marketing. How does Dollar General balance data-driven decision making with the realities of privacy, consent, and a broad shopper base? Can you share an example of a data-enabled campaign that delivered measurable impact?
How has Dollar General’s approach to e-commerce and omnichannel evolved, especially as more shoppers expect online ordering, curbside pickup, and ship-to-home options? What role does in-store activation play in that mix?
Private brands has become a strategic driver for many retailers. What’s Dollar General’s approach to product assortment and private brands, and how do you decide which initiatives to invest in?
With so many channels and touchpoints, how do you measure retail media marketing ROI at Dollar General? What metrics matter most, and how do you tie marketing investments to store traffic, basket size, and long-term loyalty?
Dollar General has a distinctive presence in local communities. How do you weave community impact and social responsibility into your marketing strategy without compromising value for customers?
Can you share your philosophy on creative that resonates with Dollar General’s shopper base? Are there any campaigns in the last few years that you’re particularly proud of, and what made them effective?
Building a high-performing marketing organization in a discount retailer requires special talent and culture. How do you attract and retain top marketing talent, and what changes have you championed to keep the team energized and innovative?
Looking ahead, what are the big bets for Dollar General in the next 3–5 years? How do you see the role of discount retailers evolving in the broader CPG ecosystem, and what should brands watch for when partnering with DG?

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Dollar General CMO Tony Rogers: CPGGUYS SPECIAL EPISODE 600

The CPG Guys

Dollar General CMO Tony Rogers: CPGGUYS SPECIAL EPISODE 600