Mr. Gaskins’ primary responsibility is to direct all merchandising and procurement efforts for Yesway including developing relationships with Yesway’s vendors. He leads the marketing and merchandising initiatives to improve the organization’s go-to-market strategic plan. Mr. Gaskins cultivates the growth and stewardship of the Yesway brand with a keen focus on ensuring all social, mobile, and loyalty initiatives are best in class. In addition, Mr. Gaskins supports the acquisitions team by conducting marketing and merchandising due diligence of all stores under contract, including the development of store-specific marketing business plans.
Prior to joining Yesway, Mr. Gaskins most recently served as Chief Customer Officer for Rutter’s convenience stores and dairy business. He was instrumental in developing their award winning customer engagement programs and positioned the brand as one of the best in the retail industry. Before Rutter’s, Mr. Gaskins was Senior Vice President of Marketing and Merchandising with Mid-Atlantic Convenience Stores (MACS) and led the development of the Circle K brand. Prior to MACS he served as Vice President of Marketing with NACS – The National Association for Convenience and Fuel Retailing and positioned the organization for unprecedented digital and global growth. His other prior experiences include leading the brand marketing for Giant Eagle where he developed the GetGo chain of convenience stores, and launched the Fuelperks fuel rewards loyalty program.
Mr. Gaskins holds a Bachelor of Business Administration degree from the University of Iowa and an MBA in Finance, Marketing, and Real Estate from the Kellogg School of Management at Northwestern University.