Toni Roeller currently serves as Executive Vice President, Store Experience & Design at DICK’S Sporting Goods, leading the company’s vision, strategic positioning and execution of customer focused retail environments across a dynamic multi-banner portfolio. In this role, she is responsible for shaping the retail landscape while elevating story-telling, driving commercial performance and supporting long-term enterprise growth.
Known for balancing creative vision with operational rigor, Toni has led a multi-year large-scale transformation of B&M through the conception, evolution and roll-out Dick’s House of Sport. House of Sport has advanced a portfolio-based approach to repositioning the fleet through new stores, remodels, relocations, and reinvestment strategies. Her vision for connecting flexible physical environments to meet the evolving consumer needs has enabled scalable digital and programmable environments that create high-touch experiences, storytelling, and partnership growth.
Toni joined the company in May 2014 as Vice President, Visual Merchandising; over her twelve year career with Dick’s she has held roles of increasing responsible resulting in her current role overseeing a multi-disciplinary internal design agency responsible for shaping physical brand experiences through store design, visual merchandising, experiential concepts, creative production, space optimization, innovation, and omni-channel customer engagement. Prior to joining DICK’S, she held In-Store Experience roles with Home Depot, Best Buy, Levi Strauss and Maurices.
Toni earned her Bachelor of Science degree in Communications from Concord University in Athens, West Virginia. She is married to Paul and they have one son, Nick.