When Tonya Douglas looks back on her 30-year career in grocery retail, she doesn’t just count promotions or profit figures. She measures her success by transformation — of teams, of businesses and of herself.
“My career highlights have centered around transformative projects that pushed me beyond my comfort zone,” Douglas says. “Leading the Starbucks kiosk initiative at Safeway early on immersed me in brand marketing, new business models and cross-functional project management. The communication skills I developed during this project became foundational to my leadership approach and led directly to my first category director role.”
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Today, as senior vice president of omnichannel merchandising and chief merchant for Ahold Delhaize USA’s Giant Food, Douglas manages the entire merchandising organization of the 163-store regional grocer. Her responsibilities include strategy development, vendor partnerships and customer experience across all shopping channels — from neighborhood supermarkets in Maryland and Virginia to digital platforms reaching households throughout the Mid-Atlantic.
“Our mission is straightforward yet powerful,” she explains. “Create a customer-centric, data-driven merchandising ecosystem that delivers exceptional value, inspiration and convenience — regardless of how or where our customers choose to shop.”
Douglas’ path to the chief merchant’s office is a study in adaptation and continuous learning. Her early career at Safeway — where she spent more than two decades — provided a foundation in category management, pricing, promotion and merchandising.
But perhaps the most crucial moment came later.
“A pivotal turning point came when I left a 25-year career in perishables to take an expanded nonperishable role at a new company across the country,” she recalls. “The move accelerated both my professional capabilities and personal growth, teaching me that embracing change, even when uncomfortable, creates the most significant development opportunities.”
After joining Ahold Delhaize USA, Douglas held successive senior roles of increasing influence — first as senior vice president of edible grocery and fuel, then as senior vice president of merchandising for Giant Food. In 2022, she moved to Peapod Digital Labs, the innovation and digital arm of Ahold Delhaize USA, where she led omnichannel development. In that role, Douglas was instrumental in building the commercial and technological frameworks to connect Ahold Delhaize’s physical stores and digital experiences.
“My focus was on streamlining processes, improving working methods, and establishing commercial tools, systems and processes that would ensure a durable future for the company’s U.S. businesses,” she says.
That work positioned her for a return to Giant Food in 2024 — this time as chief merchant, charged with unifying in-store and online merchandising under one strategic vision.
For Douglas, the lines between “digital” and “store” are blurring. She sees her team’s role as ensuring that customers enjoy a seamless experience whether they’re scanning aisles or scrolling on a phone.
“We continue to develop digital tools to enhance the in-store shopping experience, utilizing mobile apps with features such as digital coupons, personalized recommendations, in-store kiosks and QR codes that link to expanded digital offers,” she says.
Omnichannel at Giant Food isn’t just about convenience — it’s also about well-being and education.
“Giant’s omnichannel strategy also extends to well-being. “We work closely with our Healthy Living team to integrate wellness into the shopping experience,” Douglas explains. “Registered dietitians offer educational programming, meal planning resources, and virtual events — accessible through our app and website.”
At the core of Douglas’ leadership philosophy is empathy. “Empathy is the cornerstone of effective leadership,” she says. “It enables innovation, fosters loyalty and ensures diverse perspectives inform our decisions.”
That approach has guided Giant Food’s response to economic pressures. Its Fresh Low Prices initiative lowered prices on hundreds of own-brand essentials to help families manage household budgets. “Beyond affordability, customers want convenience, health-conscious options and community connection,” she notes. “Each decision is guided by deep customer insight.”
Douglas also emphasizes importance of working with suppliers. “Collaboration is essential — together we deliver more value to customers than we can alone. The most successful partnerships are built on shared goals and customer centricity, with suppliers ready to collaborate closely on product assortments and promotional strategies that drive mutual growth.”
Mentorship is another passion. “I want to leave behind a legacy of empowerment,” Douglas says. “Mentoring others is one of the most rewarding aspects of my role.”
Recognized as a Woman of Influence by MMR and an inductee into the CPG Guys’ Omnichannel Hall of Fame, Douglas continues to champion innovation rooted in humanity.
“At its core, our business is about understanding people — how they live, what they value and how we can make their lives easier,” she says. “When we lead with empathy and purpose, everything else falls into place.”
