Recognized thought leader and digital commerce innovator joins the organization to accelerate AI-driven transformation across the platform.

Woburn, MA — April 27, 2026 — GMSS Holdings, the parent company of Geriatric Medical & Surgical Supply and DDP Medical Supply, announced the appointment of Justin Racine as Chief Digital Officer (CDO). 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.

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. 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,” said Jeffrey Siegal, CEO of GMSS Holdings.

“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 strategies, and innovative experience design—to better support our customers and partners.”

Most recently, Racine served as AVP, Commerce Strategy at Perficient, a leading 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.

A respected voice in the industry, Racine is a frequent contributor to CMSWire.com and was named CMSWire Contributor of the Year in 2022, 2023, 2024 and 2025. His thought leadership has also been featured in Forbes, particularly in the area of customer experience (CX).

His appointment reflects GMSS Holdings’ continued commitment to innovation, growth, and delivering exceptional value to healthcare providers nationwide.

About GMSS Holdings

GMSS Holdings is the parent company of Geriatric Medical & Surgical Supply and DDP Medical Supply. Geriatric Medical & Surgical Supply, founded in 1945, is one of the nation’s largest distributors of medical products and services to post-acute care providers and DME providers, with deep institutional relationships across the skilled nursing, long-term care, and home medical equipment sectors. DDP Medical Supply, founded in 1998, is a national full-line wholesale distributor to DME providers, recognized across the industry as a leading supplier of diabetic products, serving healthcare organizations across all 50 states. Together, the platform delivers quality products, reliable service, and innovative solutions that support patient care and operational excellence across the continuum of care.

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