Crystal Luce

Senior Director of Public Relations at Dollar General

Crystal Luce, APR currently serves as the senior director of public relations for Dollar General Corporation where she leads global corporate public relations for the major retailer that operates more than 20,000 Dollar General, DG Market, pOpshelf and MiSuper Dollar General locations. She has more than 20 years of award-winning communications and public relations leadership experience across political, hospitality, nonprofit, tourism, financial, agency and education sectors.

Luce earned her Bachelor of Arts and Master of Arts in Mass Communication from the University of South Alabama where she was also a member of the NCAA Division I women’s golf team (Go Jaguars!). She also graduated from the Executive Development Institute at Vanderbilt University’s Owen Graduate School of Management and is an adjunct instructor at the University of South Alabama.