Family Dollar Appoints New CMO

Matthews, North Carolina based discount retailer Family Dollar announced today the appointment of Jocelyn Wong as its chief marketing officer.

Wong, who will also serve as senior vice president, was most recently a group vice president of shopper marketing for the Pleasanton California based grocer Safeway. Safeway recently launched a customer loyalty program that offers personalized discounts based on past purchases.

Wong began her career with Proctor and Gamble where she held various roles including associate marketing director, NA Oral Care. Most recently she served as group VP shopper marketing for Safeway, where she led the creation of a newly formed shopper marketing organization. Wong holds a Bachelor of Science degree in chemical engineering and Biochemistry from Purdue University.

“Effectively communicating our everyday value pricing to our customer is critical to driving trips and reinforcing our brand to grow our market share,” said Mr. Bloom. “In a highly competitive retail environment, Jocelyn brings the experience and strategic vision we need to drive innovation in how we communicate to our customer to differentiate our brand and improve customer loyalty through our circulars and in-store experience.”

Wong will report to Family Dollar Stores Inc. President and Chief Operating Officer Michael Bloom.

It should be interesting to see how her Safeway and P&G experience come into play as she works with Tammy Deboer and the Family Dollar team on communicating the value and advantage of their Private Brand portfolio to customers.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.