Oxxo USA taps Gaskins to lead marketing and category management
Thu, September 10, 2026 at 1:00 PM GMT+3 2 min read
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Oxxo USA has named Derek Gaskins vice president of marketing and category management, Gaskins and parent company FEMSA confirmed to C-Store Dive.
Gaskins said he will lead the marketing, category management, foodservice, loyalty and brand parts of the business, which includes more than 200 convenience stores in the Southwest.
"The appointment of Derek Gaskins as Vice President of Marketing and Category Management at OXXO USA is an important step toward strengthening our commercial capabilities in the region," said Jaime Longoria, Oxxo USA CEO, in a statement. "We are pleased to have him join our team, and we are confident that his solid industry experience, as well as his deep understanding of consumers and proximity retail, will provide valuable insight to accelerate our strategic priorities."
Gaskins brings over two decades of experience in convenience retail to the role. His career has included industry leadership roles like director of marketing with GetGo Café + Markets, chief customer officer for Rutter's, chief marketing officer for Yesway and head of guest experience for BP.
After departing from BP this summer, Gaskins joined confectionery giant Mars roughly two months ago as head of retail for Hotel Chocolat US, an arm of the U.K.-based chocolate retailer and manufacturer. He said in a message that he is transitioning slowly away from that role, and that he has "major respect for Mars" and wanted to help the company find his successor.
Gaskins' experience with Yesway should serve Oxxo USA well as it seeks to connect with U.S. customers. The two retailers' footprints have significant geographic overlap, especially in Texas.
"Our focus at OXXO USA is to continue enhancing our customers' experience by anticipating their needs, as well as to operate with agility and innovation, while simultaneously pursuing economic and social development in the communities where we operate," said Longoria. "We are confident that Derek will make a significant contribution to advancing this vision."
Gaskins is at least the second major leader Oxxo USA has brought in this year after adding Longoria as CEO in January. He joins the Mexico-based company as it continues expanding its presence in the U.S. After FEMSA bought Delek's 249 c-stores in 2024, it has been rebranding the stores to its Oxxo banner and building out its foodservice capabilities, including adding QSRs such as Ditsch and Doña Tota to select stores.
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