Derek Gaskins, the convenience store executive who had been on Yesway’s executive team since 2018, has joined BP as head of guest experience, Gaskins and BP confirmed in statements to C-Store Dive.
Gaskins confirmed that he’s leading the merchandising and buying, fresh food and proprietary beverage and store design, and development teams for BP’s, as well as Thornton’s, Travel Centers of America, Amoco, Ampm and Arco c-stores. He said he’s reporting to Lisa Blalock, president of U.S. convenience and mobility.
Gaskins joined Yesway — which operates over 400 c-stores across several states — seven years ago as senior vice president of merchandising and procurement before eventually becoming chief marketing officer. Gaskins helped lead numerous marketing and merchandising initiatives during this time with Yesway, such as multiple iterations of the company’s loyalty program and even twists on Allsup's burritos.
A spokesperson from Yesway confirmed Gaskins’s departure, and said that Chairman and CEO Tom Trkla will oversee the retailer’s marketing department until leadership finds a new CMO.
In a statement to C-Store Dive, Trkla thanked Gaskins for his “dedicated service and contributions to Yesway’s growth,” adding that his departure “presents an opportunity to infuse even more energy and creative ideas into Yesway's marketing and merchandising strategy.”
"We look forward to welcoming a new marketing and merchandising leader who will help take our company to even greater heights,” Trkla said. “And we wish Derek well as he continues to make valuable contributions to the collective c-store industry."
Gaskins is the second executive to leave Yesway over the past few weeks. Earlier in March, former vice president of marketing Darrin Samaha joined Parker’s Kitchen. Both moves come during a transitional period for Yesway, which intends to sell all 30 of its convenience stores across Iowa and Kansas by the end of 2025.
Gaskins is one of the more prominent executives in the convenience store industry, having worked for several major operators over the years, and is an active participant in industry events.
Besides Yesway, Gaskins has held executive leadership positions with GetGo Café + Markets, Mid-Atlantic Convenience Stores — which was sold to Sunoco in 2013 — and Rutter’s, according to his LinkedIn bio. Gaskins was also NACS’s vice president of marketing from 2009 to 2011.
Gaskins joining BP was first reported by CSP Daily News.
