The Wills Group has appointed Matt Simon as its first chief marketing officer, the family-owned convenience-store company said. The appointment became effective on June 30.
Simon (pictured above) will support Dash In and Splash In’s multi-state expansion, with a focus on Dash In’s growth in North and South Carolina, the retailer said. He will also promote Dash In’s guest loyalty and e-commerce platform, Dash In Rewards.
“Matt’s passion for brand building, guest experience, and channel optimization will ensure that Dash In and Splash In continue to set new standards in convenience retail, while deepening our impact in local communities,” said Julian B. “Blackie” Wills, president and CEO of Wills Group.
With 25 years of marketing experience, Simon most recently served as chief marketing officer at Penn Foster Group. Prior to Penn Foster, Simon served as chief brand experience officer for The Giant Co., a division of Ahold Delhaize, where he worked to introduce their digital consumer loyalty and e-commerce program, while also leading their brand repositioning efforts and corporate social responsibility platform.
Simon’s experience also includes work in the quick-service restaurant (QSR) and consumer packaged goods (CPG) space, working with Auntie Anne’s, the Hershey Co. and Del Monte Foods across various marketing and business development roles.
Simon serves on the board of directors of the Central Pennsylvania Food Bank as well as Philadelphia’s Please Touch Museum. He received his Bachelor of Arts degree from the University of Pittsburgh and his MBA from Pennsylvania State University.
“I’m honored to step into the role as the first chief marketing officer for Dash In and Splash In,” said Simon. “This is an exciting opportunity to build on the strong foundation established at Dash In and Splash In. Together, we will continue to push the boundaries of convenience retail by delivering innovative solutions, elevating every aspect of the guest experience, and fostering deep connections in our communities. I look forward to working alongside this talented team to shape the future of convenience retail.”
- The Wills Group is No. 123 on CSP’s 2025 Top 202 ranking of U.S. convenience-store chains by store count.
Based in La Plata, Maryland, the Wills Group has nearly 300 retail locations across the Mid-Atlantic region, including Dash In, Splash In Car Wash and SMO Motor Fuels. A family-owned company since 1926, it has expertise in convenience retailing, fuels marketing and commercial real estate.
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