Leedy Retires From Rutter's, Which 'Engages' Gaskins

Pa. c-store retailer reels in MACS exec to serve as brand champion, customer advocate

Mitch Morrison, Vice President of Retailer Relations

Jeff Leedy (left), Derek Gaskins

YORK, Pa -- As another high-profile convenience industry executive rides deservedly off into the sunset, Derek Gaskins, whose whirlwind retail tenure has taken him from progressive retail concepts to association work and back to retail, is taking his charisma and charm to a position that should suit him quite fine: chief engagement officer. The gregarious Gaskins will serve as official brand champion and customer advocate at a chain that masterfully blends technology and consumer service--Rutter's Farm Stores.

The 58-store central Pennsylvania operator led by Scott Hartman is renowned for its early-adopting technology pedigree and robust three daypart foodservice menu.

CSP Daily News also learned that respected Rutter's veteran Jeff Leedy retired as of March 1. Leedy served as Rutter's senior vice president of marketing and chief customer officer.

Efforts to reach Hartman, Leedy and Gaskins were not successful. But in an official statement, Rutter's touted Gaskins 15-plus years of convenience store experience, including stints at Giant Eagle Inc., where he helped developed the grocer's Get Go c-store concept; NACS, here he served as vice president of marketing; and most recently as senior vice president at Mid-Atlantic Convenience Stores (MACS).

"Mr. Gaskins has effectively used his business acumen and creativity," Rutter's said, "as well as his knowledge of loyalty programs, mobile app development and consumer research to enhance customer brand loyalty and increase the market presence of several brand names."

According to Gaskins' LinkedIn page, his role as CCO will include:

  • Brand champion, customer advocate and steward of innovative retail chain recognized as top foodservice provider and technology pioneer in the convenience channel.
  • Drive customer demand, store traffic, profitable sales and increased market basket through effective consumer engagement.
  • Deliver enhanced brand experiences through strategic execution of advertising, marketing, merchandising, category management, foodservice, communications, loyalty rewards, CRM, research and all customer touchpoints.
  • Leverage SoMoLo = social, mobile and local marketing programs to build brand equity and loyalty.

Richmond, Va.-based MACS has approximately 300 corporate and dealer sites in Virginia and Maryland.

Rutter's, based in York, Pa., has nearly 60 convenience stores located throughout the Keystone State.

Mitch Morrison Winsight CSP By Mitch Morrison, Vice President of Retailer Relations
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