The director of digital and loyalty for bp’s U.S. convenience stores is no longer with the company. Jack Benoff, who had worked with bp for six years, made the announcement Tuesday on LinkedIn.
Benoff said the move was part of bp’s most recent reorganization. In January, the global energy company and convenience retailer said it would cut more than 5% of its global employees.
“Looking back on the last six years, I’m proud of the work and the impact: spearheading the redesign of the ampm app (growing digital revenue over 18X) and architecting a consumer-centric loyalty strategy that underpinned a transformation across bp’s North American footprint. The new program, earnify, is now live at over 7,500 sites and even picked up some Loyalty360 awards (if you’re into that sort of thing),” Benoff wrote on LinkedIn.
- bp is No. 5 on CSP’s 2025 Top 202 ranking of U.S. convenience-store chains by store count.
In October 2024, bp announced the launch of earnify, an app designed to deliver a seamless, integrated experience for fueling and convenience-store customers at the pump and in-store. The app replaced BPme Rewards, and earned recognition in June from customer loyalty association Loyalty360 for its customer loyalty strategy, and offer, incentive and reward design.
Before bp, Benoff was an account director at advertising services company Struck.
In January, London-based bp said about 4,700 employees and 3,000 contractor positions would be cut this year. The company has a workforce of about 90,000 people. At the time, bp would not disclose an exact breakdown of where the cuts were being made. A bp spokesperson told CSP on Wednesday that it would not comment on personnel matters when asked about Benoff’s dismissal.
Benoff also declined to comment.
bp acquired TravelCenters of America in May 2023, adding a network of about 280 travel centers and an additional 20,000 staff members. Its c-store brands also include Thorntons and ampm.
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