Yesway Welcomes Ray Harrison as New Marketing and Merchandising Chief

Yesway Appoints Ray Harrison as Chief Marketing and Merchandising Officer

In a significant move to boost its growth trajectory, Yesway has named Ray Harrison as its new Chief Marketing and Merchandising Officer. Known as one of the country’s rapidly expanding convenience store chains, Yesway aims to enhance its marketing strategies and product offerings under Harrison’s seasoned leadership.

Ray Harrison is not new to the retail scene. With a career spanning over three decades, he has acquired a wealth of experience in marketing, merchandising, category management, and retail operations. Most notably, he served as the Chief Marketing Officer at Cal's Convenience. In that capacity, he oversaw marketing initiatives across more than 500 retail locations, spearheading major projects including a successful digital loyalty program and innovative omnichannel marketing strategies.

Prior to his tenure at Cal’s Convenience, Harrison dedicated almost twenty years at Brookshire Grocery Company. During this time, he gradually climbed the corporate ladder, eventually becoming the Vice President of Category Management. His expertise helped him gain industry accolades, including the prestigious “Category Manager of the Year” award from PepsiCo.

Tom Trkla, Yesway's Chairman, President, and CEO, expressed excitement over Harrison’s appointment, stating, “We are thrilled to welcome Ray to our senior management team. His exceptional leadership skills and ability to transform strategic visions into tangible results make him an ideal fit.” Trkla believes that Harrison’s innovative mindset will significantly contribute to Yesway’s ongoing evolution.

Harrison himself echoed this enthusiasm, stating, “Joining Yesway is both an honor and an exciting opportunity. I am eager to partner with the team to deepen our connection with guests at Yesway and Allsup's stores, enhance our foodservice and private brand offerings, and leverage data-driven decision-making.”

Ray Harrison's philosophy centers on maximizing customer satisfaction. He aims to ensure that Yesway curates the most suitable products at competitive prices, thereby enhancing customer experiences. He stated, “Yesway embodies a strong culture of service and execution, and I am committed to building on that by curating optimal product selections.” His vision encompasses supporting store teams and fostering robust supplier partnerships to achieve growth through a guest-focused merchandising strategy.

Moreover, Harrison is recognized as a Certified Professional Strategic Advisor by the Category Management Association. His contributions extend beyond management into advisory roles for industry councils including the Food Marketing Institute and the Topco Private Brands Council. He is also associated with the Promotions Optimization Institute advisory board. He obtained a Bachelor in Business Management from Letourneau University in Longview, Texas.

Overview of Yesway
Founded in 2015 and based in Fort Worth, Texas, Yesway operates 446 stores across nine states in the Midwest and Southwest. The company is distinguished for its innovative food service offerings and diverse grocery selections, including the well-known Allsup’s deep-fried burritos. With a steadfast commitment to customer satisfaction and community engagement, Yesway has solidified its status as a leading convenience retailer in the U.S. The company continues to grow through strategic acquisitions and a focus on customer-first service endeavors.

In conclusion, Ray Harrison’s appointment heralds a new chapter for Yesway as the company continues to expand its market presence. With his expertise and the support of the existing team, Yesway aims to enhance the overall shopping experience and exceed customer expectations.