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Heather Hager was named Senior Vice President, Retail in February 2026, after joining Cracker Barrel as Vice President, Retail & Design in 2024. With retail serving as a powerful differentiator for the brand, Ms. Hager leads the retail organization at an enterprise level, strengthening alignment, agility, and execution while building on Cracker Barrel’s strong foundation.

Ms. Hager has more than 20 years of experience across retail and hospitality, with a background spanning retail design, brand and customer experience, strategy, and finance.

Prior to joining Cracker Barrel, Ms. Hager was President of Communitees, a retail consultancy, that grew brands’ impressions and profitability. She previously served as President of Ann Sacks, a manufacturer and retailer within Kohler. Earlier in her career, she spent 14 years at Starbucks Coffee Company, holding leadership roles across Strategy, Customer Experience, Brand, and Category Management, where she assembled and led the company’s first dedicated customer experience team. She also held finance and merchandise leadership roles at Limited Brands and began her career in business advisory services at PwC, focused on the retail and consumer goods sectors.

Ms. Hager holds an MBA in Marketing and Management from New York University, and a Bachelor of Science in Finance and Accounting from Indiana University. She also earned an Associate of Arts in Interior Design, reflecting her passion for integrating design and business leadership.