Atlanta, GA-based PGA Tour Superstore announced the appointment of Rebecca Charles as the company’s chief customer officer, effective December 29. In this role, she will be responsible for initiatives across marketing, personalization, and loyalty, introducing new approaches to acquire, engage, and retain customers in-store and online.
Charles joins the company from Rentokil Initial (Terminix), where she served as chief marketing officer.
“The addition of Rebecca demonstrates our continued focus on the entire customer journey — from awareness to loyalty and advocacy — connected under one customer-focused strategy and at the center of every decision we make,” said company CEO Troy Rice. “Rebecca’s leadership will help us deliver a more connected and personalized experience for our customers.”
Earlier this year, PGA Tour Superstore opened its 80th store and expanded its presence to 30 states, with additional locations planned for 2026.
“I’m thrilled to join the PGA Tour Superstore at such an exciting time for the company. My immediate priority is to spend time in our stores, talk with our team members and customers and truly understand what makes their experience great and where we can do even better,” said Charles. “From there, my focus will be on deepening our connection with golf enthusiasts at every level, from beginners picking up their first club to seasoned players and ensuring every customer interaction reflects our commitment to the game and the community.”
Prior to her role at Rentokil Initial, Charles served as vice president of marketing at HD Supply, where she drove digital transformation efforts. Earlier in her career, Charles held key leadership roles at Wunderman, Moxie and The Home Depot, building high-performing teams and leading CRM and loyalty programs.
Image courtesy PGA Tour Superstore
