Brent Beebe
Chief Merchandising Officer (effective April 2026) at DLTR
Executive
About Brent Beebe
Incoming Chief Merchandising Officer at Dollar Tree (effective April 2026), currently Senior Vice President of Merchandising and Marketing and newly added to the executive leadership team in September 2025 . He joined Dollar Tree in 2020 after executive merchandising roles at Bartell Drugs, Jo‑Ann Stores, and Fred Meyer (Kroger), and holds a B.S. from Oregon State University; he previously served on the Global Market Development Center (GMDC) board and its Education Leadership Council . In public investor remarks, Beebe outlined Dollar Tree’s multi‑price merchandising evolution, citing since 2023 an added $2.6B in sales and $1B gross profit, a highly differentiated assortment (~60% private/controlled brands; ~80% unique), and growing penetration of price bands above $2 that drive margin productivity and basket size . Company executive pay and governance frameworks include pay‑for‑performance incentives on adjusted operating income, revenue, and three‑year PSUs with a TSR modifier; robust clawbacks; double‑trigger change‑of‑control; and prohibitions on hedging/pledging of company stock .
Past Roles
| Organization | Role | Years | Strategic Impact |
|---|---|---|---|
| Dollar Tree | SVP Merchandising & Marketing; incoming CMO (effective Apr 2026) | 2020–present | Led key initiatives delivering strong results, strengthening collaboration, and enhancing customer value proposition |
| Bartell Drugs | Executive Vice President | — | Executive merchandising leadership experience prior to joining Dollar Tree |
| Jo‑Ann Stores | Senior merchandising roles | — | Senior merchandising leadership experience |
| Fred Meyer (Kroger) | Senior merchandising roles | — | Senior merchandising leadership experience |
External Roles
| Organization | Role | Years | Strategic Impact |
|---|---|---|---|
| Global Market Development Center (GMDC) | Board member and Education Leadership Council | — | Industry network and merchandising best‑practice leadership |
Fixed Compensation
Dollar Tree does not disclose Brent Beebe’s individual salary/bonus/equity in public filings to date. The company’s executive program structure (applicable to senior officers) is as follows:
- Base salary: Set competitively and reviewed annually by the Compensation Committee .
- Annual cash incentive (MICP): Weighted to adjusted operating income and adjusted total revenue; 2025 weighting increased to 70% AOI / 30% revenue from 60%/40% in 2024 .
- Long‑term incentives: 2024 mix was 50% PSUs, 30% RSUs, 20% options; in 2025, mix was temporarily adjusted to 50% PSUs and 50% RSUs (no options) to support transformation, and adjusted total revenue was removed as a PSU metric .
Performance Compensation
2024 Annual Incentive Plan Metrics and Outcomes (Company-level; paid to eligible executives)
| Metric | Target ($mm) | Actual ($mm) | % of Target Achieved | Payout % (per metric) | Weight | Weighted Payout % | Vesting/Payment Timing |
|---|---|---|---|---|---|---|---|
| Adjusted Operating Income | 2,105.2 | 1,807.9 | 85.9% | 52.9% | 60% | 31.74% | Bonuses paid following year (Mar/Apr), Committee approval required |
| Adjusted Total Revenue | 31,649.8 | 30,845.6 | 97.5% | 74.6% | 40% | 29.84% | Bonuses paid following year (Mar/Apr), Committee approval required |
| Total | — | — | — | — | 100% | 61.6% | See above |
Plan mechanics:
- Thresholds: AOI threshold 85% of target (max 112.5%); revenue threshold 95% of target (max 105%); AOI hurdle of $1,500mm required for any payout .
- Payout curves: AOI and revenue curves range from 0% at/below threshold to 200% at/above maximum .
- Adjustments: Committee applied non‑GAAP adjustments to AOI for extraordinary transformation items in 2024 (e.g., Family Dollar held‑for‑sale) consistent with policy principles .
Long‑Term Incentive Program Design
| Component | 2024 Design | 2025 Changes |
|---|---|---|
| PSUs | 3‑year cumulative metrics: Adjusted EPS (60%), Adjusted Total Revenue (40%); TSR modifier ±25% vs peer group | PSUs remain 50% of LTI; remove adjusted total revenue from PSU metrics |
| RSUs | 30% of LTI; vest ratably over 3 years | Increased to 50% of LTI (temporary, to support transformation) |
| Stock Options | 20% of LTI; 10‑year term; vest ratably over 3 years; strike = grant close | Not part of 2025 mix (50% PSUs / 50% RSUs) |
Equity Ownership & Alignment
| Item | Status | Notes |
|---|---|---|
| Beneficial ownership | Not listed in 2025 proxy’s beneficial ownership table (as of April 15, 2025) | Individual share count for Beebe not disclosed |
| Stock ownership guidelines | CMO guideline = 3x base salary | Applies to Chief Merchandising Officer role; compliance timing typically within 5 years |
| Hedging/pledging | Hedging prohibited; no pledging or margin accounts; no shares pledged by officers/directors | Policy enforcement reduces alignment risk |
| Clawback | Mandatory clawback for restatements (SEC/Nasdaq compliant) | Applies to current/former executive officers |
Employment Terms
| Provision | Trigger | Benefit | Notes |
|---|---|---|---|
| Executive Agreements (form) | Involuntary termination without cause or disability | Lump sum severance = 24 months base salary + prorated portion of one year’s target bonus; COBRA up to 18 months | Includes non‑compete and other covenants |
| Change‑in‑control Retention Agreements | Double trigger (CIC + termination without cause / resignation for good reason within 2 years) | Severance = 1.5x salary+bonus (2.5x for CEO); continued benefits; earned but unpaid bonus and pro‑rated bonus; equity service conditions deemed satisfied, performance subject to certification; 280G cap applies | |
| Equity awards (general terms) | Death, disability, retirement | Options/RSUs service condition deemed satisfied or continue to vest per schedule; PSUs pay after performance certification; retirement treatment requires age/service criteria and notice | |
| Clawback | Accounting restatement | Recover excess incentive comp based on restated results | |
| Policies | No repricing of underwater options; no excise tax gross‑ups; anti‑hedging/pledging | Governance best practices |
Note: Dollar Tree has not yet filed Beebe’s individual employment agreement terms; above reflects standard company frameworks as disclosed in the 2025 proxy .
Additional Governance and Shareholder Signals
- Compensation peer group (16 companies) used for benchmarking includes Dollar General, Target, Kroger, TJX, Tractor Supply, Lowe’s, Macy’s, Nordstrom, Ross, The Gap, BJ’s, Burlington, Walgreens, AutoZone, Albertsons; unchanged in 2024 after 2023 review .
- 2024 Say‑on‑Pay support approximated 95% of votes cast, indicating broad investor alignment with program design .
- Related party transactions: none reportable since Feb 4, 2024 (executives/directors) .
Performance & Track Record
| Theme | Evidence | Implication |
|---|---|---|
| Multi‑price evolution and margin productivity | Added ~$2.6B sales and ~$1B gross profit since 2023; driving larger baskets and higher margin dollars; 15% of mix above $2 price points; price bands focus at $2 and $5; prices 10–15% below competition on similar items | Supports merchandising-led gross profit expansion and store productivity gains |
| Differentiated assortment | ~60% private/controlled brands; ~80% unique assortment vs competition; average unit retail less than half broader retail market | Competitive moat in treasure‑hunt value proposition |
| Data‑driven test‑and‑learn | New analytics, AI tools, assortment planning guardrails; pilot/scale discipline; optimizing space with “real estate portfolio” lens | Execution discipline reduces rollout risk and enhances per‑store profit optimization |
| Merchandising leadership transition | Beebe named incoming CMO to succeed Rick McNeely (retiring Apr 2026); partnering through transition | Continuity with embedded transformation agenda |
Investment Implications
- Alignment and retention: CMO stock ownership guideline (3x salary), robust clawback, and anti‑hedging/pledging policies reduce misalignment risk and limit leverage‑driven selling pressures; watch for future Form 8‑K/DEF 14A disclosures on Beebe’s specific equity/vesting to assess near‑term sellability post‑vesting and any 10b5‑1 plans .
- Incentive mix shift: 2025 LTI increases RSUs to 50% and removes revenue as a PSU metric (temporary per committee), modestly raising guaranteed time‑based exposure vs 2024’s options/RSU/PSU blend; near‑term retention strengthened while PSU linkage to adjusted EPS and TSR maintains performance sensitivity .
- Execution signal: Beebe’s public narrative emphasizes analytics‑driven assortment optimization and multi‑price scaling, which (if sustained) should support gross margin dollars and sales per square foot; track quarterly commentary and AOI/revenue outcomes used in annual incentives for corroboration .