Yesway Welcomes Ray Harrison as CMO to Drive Brand Innovation
Yesway Welcomes Ray Harrison as Chief Marketing and Merchandising Officer
Yesway, a rapidly growing convenience store chain, is excited to announce the appointment of Ray Harrison as its Chief Marketing and Merchandising Officer. Bringing over three decades of experience in marketing and retail, Harrison’s expertise will be invaluable as he steps into this senior leadership role.
An Experienced Leader in Retail
Harrison most recently held the position of Chief Marketing Officer at Cal's Convenience, where he was instrumental in the marketing and merchandising strategies for over 500 locations. His innovative initiatives included the design and launch of a successful digital loyalty program that elevated customer engagement and strengthened brand loyalty.
Innovative Marketing Initiatives
During his tenure, Harrison catalyzed the penetration of private brands while implementing cutting-edge omnichannel marketing strategies across various platforms including social media, delivery services, and in-store promotions. His visionary approach to category management and loyalty programs showcases his commitment to not just meeting but exceeding customer expectations.
A Proven Track Record of Success
Prior to his role at Cal's Convenience, Harrison spent nearly twenty years with the Brookshire Grocery Company. He started from a position in store leadership and ascended to executive roles, eventually becoming Vice President of Category Management. His contributions have earned him numerous accolades, including being celebrated as Category Manager of the Year by PepsiCo.
Emphasizing Guest Experience
Tom Trkla, the Chairman and CEO of Yesway, expressed his excitement, stating, "Ray is an outstanding leader with a consistent record of delivering measurable results. His extensive industry knowledge and innovative approach are crucial as we continue to grow and redefine our brand. I'm eager to see the remarkable contributions he will make in his new role." Harrison shares this enthusiasm, noting, "Joining Yesway offers a thrilling opportunity to connect with our guests and enhance our foodservice and private-brand offerings. My goal is to integrate data-driven decisions into our marketing strategies, ensuring we meet customer needs effectively."
Commitment to Community and Service
Harrison’s appointment comes at a time when Yesway aims to strengthen its connection with customers by curating products tailored to their needs. He emphasizes, “Yesway has a strong culture of service and execution. My focus will be on enriching the shopping experience, ensuring that our store teams are supported, and that supply partnerships are robust to drive growth via a customer-first merchandising strategy.”
Professional Credentials and Community Engagement
As a Certified Professional Strategic Advisor with the Category Management Association, Harrison's involvement extends to several industry advisory councils, including the Food Marketing Institute and the POI (Promotions Optimization Institute). He holds a Bachelor’s degree in Business Management from Letourneau University, grounding him with the skills needed to excel in this competitive industry.
About Yesway
Founded in 2015 and based in Fort Worth, Texas, Yesway has quickly established itself as a leader in the convenience store sector, operating 446 locations across the Midwest and Southwest. Known for its exceptional foodservice, diverse grocery products, and private labels such as the celebrated Allsup's deep-fried burrito, Yesway is dedicated to customer satisfaction and community engagement. The company continues to grow, with a focus on innovative strategies and excellence in customer service.
Frequently Asked Questions
Who is Ray Harrison?
Ray Harrison is the newly appointed Chief Marketing and Merchandising Officer at Yesway, with over 30 years of experience in the retail sector.
What was Harrison’s previous role before joining Yesway?
Before joining Yesway, Harrison served as Chief Marketing Officer at Cal's Convenience, overseeing marketing strategies for over 500 locations.
What are Harrison's main goals at Yesway?
Harrison aims to deepen customer connections, enhance foodservice offerings, and implement data-driven decision-making in marketing.
How many stores does Yesway operate?
Yesway operates 446 convenience stores across nine states in the Midwest and Southwest region of the United States.
When was Yesway founded?
Yesway was established in 2015 and has quickly grown to become a prominent player in the convenience store industry.
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