Fort Worth, September 5, 2025
News Summary
Yesway has appointed Ray Harrison as its new Chief Marketing and Merchandising Officer. With over 30 years of experience, he will lead marketing and merchandising strategies across Yesway’s 446 stores. Harrison aims to enhance customer engagement, strengthen supplier partnerships, and drive growth while focusing on foodservice and private brand offerings. His previous experience includes roles at Cal’s Convenience and Brookshire Grocery Co. The appointment comes as Yesway plans to expand in the Southwest and exit select Midwestern markets.
Fort Worth
Yesway Names Ray Harrison Chief Marketing and Merchandising Officer
Yesway has appointed Ray Harrison as its new Chief Marketing and Merchandising Officer, effective immediately. Harrison will join Yesway’s senior leadership team and lead marketing, merchandising, and category strategies across the company’s 446 stores. The appointment follows the departure of the previous merchandising leader earlier this year and comes as Yesway continues targeted expansion in the Southwest while preparing to exit select Midwestern markets.
Key appointment details
Harrison brings more than 30 years of experience in marketing, merchandising, category management, and retail operations to Yesway. He succeeds the former merchandising executive who left in March to take a new role in the energy sector. Yesway’s leadership expects Harrison to focus on customer engagement, strengthening supplier partnerships, and driving growth through an expanded focus on foodservice and private brand offerings.
Professional background and track record
Most recently, Harrison served as Chief Marketing Officer at Cal’s Convenience, where he oversaw marketing and merchandising for over 500 retail locations. At Cal’s, he led the rollout of a digital loyalty program designed to increase repeat purchases and contributed to the growth of private brand share. He also implemented omnichannel marketing initiatives, integrating social media, in-store media networks, and digital platforms to boost customer reach and engagement.
Before his role at Cal’s Convenience, Harrison spent nearly two decades at Brookshire Grocery Co., advancing from store-level leadership positions to an executive role as Vice President of Category Management. His career includes multiple industry recognitions, one of which is being named Category Manager of the Year by an industry supplier. These achievements reflect experience across operations, supplier relations, and customer-focused merchandising.
Company context and strategic priorities
Yesway, founded in 2015 and headquartered in Fort Worth, operates 446 convenience and food service locations across nine states in the Midwest and Southwest. The company is known for a mix of grocery selections and on-site foodservice offerings. In recent years, Yesway has expanded through strategic acquisitions and openings, adding 85 new stores in the past several years.
At the same time, Yesway is refining its geographic footprint. Current plans include concentrating expansion efforts in the Southwest while exiting the Iowa and Kansas markets. These strategic moves are intended to focus resources on higher-growth regions and to streamline operations in line with long-term objectives.
Immediate priorities for the new officer
Harrison’s initial responsibilities will include enhancing customer loyalty programs, growing private-brand penetration, and strengthening supplier relationships to improve product assortment and margins. He will also oversee omnichannel marketing efforts that combine digital tools, in-store experiences, and media networks to increase customer visits and basket size. The role includes aligning merchandising decisions with customer behavior data and operational capabilities across Yesway’s retail footprint.
Operational and leadership implications
Bringing a senior executive with integrated marketing and category management experience underscores Yesway’s focus on using merchandising and marketing as drivers of retail growth. Harrison’s appointment is intended to support the company’s broader strategic shifts—expanding in prioritized states, optimizing store assortments, and developing foodservice and private brand initiatives to differentiate the in-store experience.
What this means for shoppers and partners
Customers can expect continued development of loyalty and digital offerings, a stronger emphasis on private brands and foodservice options in stores where those formats are prioritized, and potential promotional activity tied to supplier partnerships. Suppliers and retail partners can expect a renewed focus on category management practices aimed at aligning product assortments with customer demand and regional preferences.
Background on leadership change
The incoming chief replaces a merchandising leader who departed in March to assume a guest experience role at an international energy company. The transition to new leadership occurs as Yesway executes its store network strategy and seeks to increase performance across prioritized markets.
FAQ
Who is Ray Harrison?
Ray Harrison is the newly appointed Chief Marketing and Merchandising Officer at Yesway, with over 30 years of experience in retail marketing, merchandising, and category management.
When does Harrison start at Yesway?
Harrison joins Yesway’s senior leadership team immediately, with responsibilities commencing upon his appointment.
What experience does he bring?
Harrison served as Chief Marketing Officer at Cal’s Convenience, overseeing marketing and merchandising for 500+ stores, and spent nearly 20 years at Brookshire Grocery Co., rising to Vice President of Category Management. He has led loyalty program launches, private brand growth, and omnichannel marketing initiatives.
What are Harrison’s main goals at Yesway?
His priorities include deepening customer connections, enhancing foodservice and private brand offerings, strengthening supplier partnerships, and delivering growth through a customer-focused merchandising strategy.
How many stores does Yesway operate and where?
Yesway operates 446 stores across nine states in the Midwest and Southwest and has added 85 new stores in recent years through openings and acquisitions.
Is Yesway changing its market footprint?
Yesway is concentrating expansion in the Southwest and is planning to exit the Iowa and Kansas markets as part of a strategic realignment.
| Feature | Details |
|---|---|
| New Executive | Ray Harrison, Chief Marketing & Merchandising Officer |
| Start Date | Immediate |
| Experience | 30+ years in marketing, merchandising, category management, retail operations |
| Previous Roles | CMO at Cal’s Convenience; VP of Category Management at Brookshire Grocery Co. |
| Company Footprint | 446 stores in nine states; 85 stores added in recent years |
| Strategic Focus | Expand in Southwest, exit Iowa and Kansas, grow private brand & foodservice |
| Immediate Goals | Customer engagement, loyalty programs, supplier partnerships, merchandising strategy |
Deeper Dive: News & Info About This Topic
HERE Resources
Community Unites for Flood Relief in Kerrville, Texas
Additional Resources
- Mass Market Retailers
- Wikipedia: Yesway
- Progressive Grocer
- Google Search: Yesway Chief Marketing Officer
- Store Dive
- Encyclopedia Britannica: Marketing
- Chain Store Age
- Google News: Yesway store expansion
- Dallas Innovates
- Google Scholar: Retail Marketing
Author: STAFF HERE DALLAS WRITER
DALLAS STAFF WRITER The DALLAS STAFF WRITER represents the experienced team at HEREDallas.com, your go-to source for actionable local news and information in Dallas, Dallas County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the State Fair of Texas, Deep Ellum Arts Festival, and Dallas International Film Festival. Our coverage extends to key organizations like the Dallas Regional Chamber and United Way of Metropolitan Dallas, plus leading businesses in telecommunications, aviation, and semiconductors that power the local economy such as AT&T, Southwest Airlines, and Texas Instruments. As part of the broader HERE network, including HEREAustinTX.com, HERECollegeStation.com, HEREHouston.com, and HERESanAntonio.com, we provide comprehensive, credible insights into Texas's dynamic landscape.
