Chief Marketing & Merchandising Officer

About the Role

Key Responsibilities

• Develop and execute a comprehensive, data-informed marketing and merchandizing strategy aligned with business objectives to drive traffic, grow revenue, and expand market share.
• Lead the evolution of Yesway and Allsup's brands, ensuring a consistent and compelling identity across all customer touchpoints.
• Evaluate and drive customer retention through effective loyalty programs and personalized marketing, powered by robust CRM and data systems.
• Oversee high-impact advertising campaigns tailored to regional markets across traditional, digital, and in-store channels.
• Evaluate current merchandise and food service offerings, including private label products, and product placement to ensure assortment aligns with customer preferences, margin goals, and operational efficiency.
• Develop strategic plans for ongoing ideation, enhancement, and innovation over one-year, three-year, and five-year horizons.
• Leverage advanced analytics, research, and customer feedback to identify trends, uncover opportunities, and guide strategic decisions.
• Build, mentor, and lead a best-in-class marketing and merchandising organization characterized by creativity, accountability, and executional excellence.
• Foster strategic partnerships with vendors and community organizations to amplify reach and drive local engagement.
• Define KPIs and lead continuous improvement through performance analysis, ROI tracking, and budget optimization.
• Collaborate with Operations, Sales, and Finance teams to ensure marketing supports organizational goals and store-level success.

Requirements

• Bachelor's degree in marketing, Business Administration, or a related field; MBA or equivalent advanced degree strongly preferred.
• 10+ years of progressive marketing experience, including at least five (5) years in a senior leadership role (CMO, VP, etc.) within the retail or convenience store sector.
• Demonstrated success in scaling marketing initiatives across an extensive, multi-location retail network (100+ stores).
• Comprehensive understanding of brand management, retail promotions, and omnichannel marketing.
• Proven ability to navigate fast-paced, high-growth environments focusing on innovation and results.
• Working knowledge of cross-functional disciplines, including IT, finance, legal, and operations.
• Deep expertise in retail marketing, including localized strategies, customer acquisition, and loyalty program management.
• Proficiency with digital marketing tools (SEO, SEM, email automation, social media, CRM platforms).
• Experience with data visualization and analytics tools (PDI Market Basket, Qlik).
• Exceptional leadership and interpersonal skills with the ability to influence stakeholders and inspire teams.
• Strong financial acumen and budget management capabilities.

Nice to Have

• Experience with data visualization and analytics tools such as PDI Market Basket and Qlik.
• Advanced degree such as an MBA.

Benefits & Perks

• Medical Dental Vision
• Company Paid Life Insurance
• Health Savings Account
• Flexible Savings Account
• Company Paid Short- & Long-Term Disability
• Employee Assistance Program
• 401K with Company Match
• Paid Vacation
• Paid Sick Time
• Paid Holidays
• Voluntary Supplemental Life Insurance
• Disability Critical Illness Hospital Indemnity Accident Coverage
• Pet Care Plan
• Legal Insurance