Dollar General Corp. has appointed JJ Fleeman as its next CEO, effective Jan. 1.
Fleeman will succeed Todd Vasos, who has led the discount retailer for a combined 10 years across two terms.
The appointment comes the same day Ahold Delhaize confirmed Fleeman will depart as CEO of Ahold Delhaize USA at the end of June to pursue another career opportunity — revealing the destination behind his exit from the grocer’s U.S. division.
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Fleeman brings more than 35 years of grocery retail experience to Dollar General, all of it built within the Ahold Delhaize family of companies. He has held roles spanning strategy, operations, marketing, merchandising and digital innovation, most recently serving as CEO of Ahold Delhaize USA since April 2023, overseeing Food Lion, Giant Food, The Giant Company, Hannaford Supermarkets and Stop & Shop.
Before leading the U.S. division, Fleeman served as president of Peapod Digital Labs from 2018-23, where he built a proprietary e-commerce platform and digital and loyalty strategy that became the foundation for Ahold Delhaize USA’s omnichannel model.
David Rowland, Dollar General’s chairman of the board, said Fleeman’s breadth across grocery disciplines sets him apart as a leader for what comes next.
“JJ Fleeman brings more than 35 years of experience in grocery retail across strategy, operations, marketing, merchandising and digital innovation,” Rowland said.
“He has a proven CEO track record of establishing a clear strategic vision and driving measurable results. His leadership reflects a deep commitment to strengthening customer relationships, driving strong cultures that enable meaningful employee experiences, and creating lasting impact across the communities he serves.”
Vasos’ Succession Plan
Vasos will remain as CEO through Dec. 31, then serve as senior advisor through April 2, 2027, before transitioning to a board member role. The board intends to appoint Fleeman as a director upon the effective date of the transition.
Vasos participated in the CEO search process and said the experience gave him full confidence in the selection.
“As a board member, I had the privilege of participating in the search for our next CEO, and after spending time with JJ and gaining insight into both his servant leadership approach and his eye for retail, I am fully confident in his capability to lead Dollar General into our next chapter of growth and service,” Vasos said.
What Vasos Built
During his combined decade as CEO, Vasos oversaw significant strategic and operational expansion. He launched DG Fresh in 2019 to self-distribute frozen and refrigerated goods, introduced the pOpshelf format in 2020, expanded affordable fresh produce to more than 7,000 stores, built out the DG Media Network and launched Dollar General’s international expansion into Mexico with Mí Super Dollar General.
Rowland acknowledged the scope of that legacy.
“Todd’s steadfast leadership, commitment to our values, and dedication to our employees, customers, communities, and shareholders have shaped this Company in lasting ways. He led Dollar General through transformative change, accelerated growth, and a disciplined return to retail fundamentals, and shaped a stronger, more resilient and strategically focused organization,” Rowland said.
Fleeman’s Departure From Ahold Delhaize
Frans Muller, president and CEO of Ahold Delhaize, acknowledged Fleeman’s contributions to the U.S. division while expressing confidence in the team he leaves behind.
“I am grateful for the strong omnichannel foundation JJ has helped build, and I have full confidence in our U.S. leadership team to continue executing our Growing Together strategy,” Muller said. “JJ’s strength in bringing teams together, developing a ‘winning together’ culture, combined with his ability to recognize talent and personal leadership will leave a lasting legacy in our company.”
Ahold Delhaize said it will provide updates on the Ahold Delhaize USA succession process when warranted.
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