WOBURN, Massachusetts—GMSS Holdings, the parent company of Geriatric Medical and Surgical Supply and DDP Medical Supply, announced the appointment of Justin Racine as chief digital officer. In this role, Racine will lead the organization’s digital transformation strategy, with a focus on advancing AI-driven commerce, enhancing customer experience and aligning digital and physical operations across the enterprise.
“There’s real momentum across the platform right now, and I’m excited to help accelerate it,” said Racine. “This organization has always been rooted in service and strong customer relationships. Now, we will look to build on that foundation with modern digital capabilities—leveraging AI, unified commerce strategiesand innovative experience design—to better support our customers and partners.”
Racine brings more than 16 years of experience in brand strategy, digital commerce and marketing leadership. A published author and sought-after industry expert, he is known for translating complex business challenges into clear, compelling strategies that drive measurable impact—with a heavy focus on building experiences that humanize buying and product discovery.
“Justin’s appointment marks an exciting milestone," said Jeffrey Siegel, CEO of GMSS Holdings. "His forward-thinking approach to digital innovation and deep expertise in AI-driven commerce make him uniquely positioned to build on our strong foundation—expanding our capabilities and accelerating the next phase of our growth.”
Most recently, Racine served as associate vice president of commerce strategy at Perficient, a global AI-first digital consultancy. There, he led go-to-market strategy and advised enterprise clients on solving complex business and technology challenges. His areas of expertise include generative AI commerce experiences, extended reality, unified customer journeys and enterprise digital transformation.