Oxxo USA Appoints Derek Gaskins for Marketing Leadership
Oxxo USA has appointed Derek Gaskins as vice president of marketing and category management. In this role, he will oversee key areas including foodservice, loyalty programs, brand strategy, and operations across more than 200 convenience stores in the Southwest U.S. The appointment is part of Oxxo's broader expansion efforts following its acquisition of Delek’s 249 c-stores in 2024. Gaskins brings over two decades of experience from major retailers such as GetGo, Rutter's, Yesway, and BP. Most recently, he served at Mars Inc., where he led retail for Hotel Chocolat US before transitioning to Oxxo USA. His background in U.S.-based convenience retail is expected to help strengthen the company’s commercial capabilities. Oxxo has been rebranding its acquired stores under the Oxxo banner and expanding foodservice offerings, including quick-service restaurants like Ditsch and Doña Tota.
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