We are seeking a Vice President of Marketing who thrives in vibrant, fast paced environments where bold ideas are celebrated and innovation is encouraged. This is a high energy executive leadership opportunity within a respected, family owned convenience store company that has been a leader in its space for more than 50 years. With 80+ locations across Indiana and continued rapid growth, the company is not only expanding its footprint but also actively shaping the future of the convenience and fuel industry. Through proprietary brands and a differentiated foodservice program, the organization stands apart from its competitors and continues to elevate the customer experience.

***Position is based in person in Northern Indiana, open to relocation***

Responsibilities

Brand Ownership & Strategy

•Serve as the ultimate guardian of brand identity, voice, positioning, and visual standards across all locations and channels.

•Develop and evolve brand strategy aligned with company growth goals and customer insights.

•Ensure consistent execution of brand standards in-store, online, and in media.

•Lead rebranding, brand refresh, or market repositioning initiatives as needed.

Leadership and Cross-Functional Partnership

•Develop and lead a team of marketing experts across category management, merchandising, loyalty, digital marketing, social media, traditional marketing, and more.

•Lead agency and external partner relationships.

•Determine KPIs and performance metrics, such as retention and repeat purchase, LTV, visit frequency growth, etc.

•Meet regularly with CEO and President to report on marketing roadmap and insights.

•Manage marketing budget, keep the budget balanced, and track ROI.

•Develop business cases for new features, partnerships, and marketing campaigns.

•Serve as the organizational expert and champion for the customers, making sure their voices are heard and their needs are integrated into every business decision.

Category Management and Merchandising

•Develop and lead a customer centric category management strategy across fuel, convenience, foodservice, beverages, tobacco, center store, seasonal, and private label.

•Identify whitespace opportunities for innovation, premiumization, and private brand development.

•Drive foodservice merchandising and bundled offers to increase average transaction value.

•Ensure brand consistency across all 84 locations while allowing localized flexibility where appropriate

•Develop long term supplier partnerships focused on innovation, exclusivity, and growth.

•Partner with Finance and Operations to optimize inventory turns, shrink reduction, and working capital management.

Digital Marketing and Advertising

•Develop a comprehensive digital marketing roadmap spanning paid media, search (SEO/SEM), programmatic, geofencing, paid social, and display advertising.

•Oversee mobile app marketing strategy, including user acquisition and engagement campaigns.

•Direct website optimization for conversion, local store discovery, and fuel price visibility.

•Establish best in class social media strategy to build community engagement and brand affinity.

•Own media planning, budgeting, and performance measurement across all channels.

•Optimize media mix to balance reach, frequency, and conversion efficiency.

•Lead creative testing frameworks and performance experimentation strategies.

•Monitor CAC, ROAS, LTV/CAC ratio, and campaign profitability.

•Manage agency relationships and performance benchmark

Acquisition, CRM & Lifecycle Marketing

•Full leadership of comprehensive lifecycle marketing strategy development across email, app push notifications, SMS, and in store activations to attract new customers, onboard them quickly, keep them engaged and coming back for more, and win back any lapsed customers.

•Lead the channel strategy, content planning, campaign calendars, and performance optimization for all owned marketing channels.

•Launch integrated campaigns that blend paid acquisition with owned channel activations, making every touchpoint a a celebration of our brand.

•Own strategy optimization for paid Media channels and activation strategies.

•Champion the use of first-party customer data to create relevant, personalized experiences across all customer touchpoints (digital, in-store, fueling).

•Partner with Product/CX teams to bring loyalty and customer insights into app experience, website personalization, and in store technology.

•Work with Analytics to develop predictive models for churn risk, next-best-action, lifetime value scoring, and propensity modeling.

•Integrate CRM insights across digital platforms, POS systems, and fueling experiences.

•Drive real-time personalization across app, website, and in store technology.

Qualifications

•Bachelor’s degree in Marketing, Business, or related field (MBA preferred).

•15+ years of experience in marketing, with at least 5 years in a senior leadership role.

•Proven track record of building and scaling marketing departments and capabilities.

•Experience expanding loyalty programs with measurable business impact

•Deep expertise in lifecycle marketing, customer segmentation, marketing automation platforms, and multi-channel campaign orchestration.

•Leadership experience with media planning & measurement.

•Experience leading cross-functional initiatives and influencing senior stakeholders without direct authority.

•Demonstrated success building and managing high-performing teams of 5+ marketing professionals.

•Proficiency with CRM platforms (Salesforce, Braze, Iterable, or similar), customer data platforms, and marketing analytics tools.

•Excellent communication and presentation skills with ability to translate complex customer data and program mechanics into clear business narratives for executive audiences.

•Strategic thinker with strong business acumen and ability to balance long-term vision with near-term execution.

Preferred

•Experience in high-frequency, multi-location retail or travel/hospitality environments

•Knowledge of privacy regulations (CCPA, GDPR) and best practices for customer data governance in marketing contexts.

•Direct experience in fuel/convenience retail, truck stop, or travel center industries with understanding of professional driver and casual traveler segments.