Derek Gaskins excels in turning successful brands and businesses into billion-dollar enterprises. With over 20 years of experience, he has developed expertise in multiple fields, including marketing and merchandising. He also exceeds expectations in multimedia relations alongside loyalty programs that enable integrated go-to-market strategies leading to lifelong connections with customers. Gaskins has utilized his strengths to drive business growth and set up projected success for years to come. As reflected by his accomplishments, the University of Iowa graduate earned a bachelor’s degree in Business Administration, BBA, in 1994. He also received his MBA from the JL Kellogg Graduate School of Management, Northwestern University, with concentrations in Finance, Marketing, and Real Estate in 1998.
Currently, Gaskins is the Chief Marketing Officer of Yesway. He joined Brookwood Financial in June 2018 to help develop the fast-growing chain with over 150 locations into a retail force. He oversees all merchandising, marketing, advertising, and brand engagement for Yesway, owned by Brookwood Financial. His primary responsibility is to direct all marketing, merchandising, and procurement efforts for the Yesway brand and develop relationships with their supplier vendors.
Before joining Yesway, Gaskins led all consumer engagement for Rutter’s convenience stores and dairy business. As their Chief Consumer Officer, he implemented marketing initiatives to develop their award-winning customer engagement programs and positioned the brand as one of the best in the retail industry. To add to his list of impacting organizations for the better, Gaskins also served as the Senior Vice President of Marketing & Merchandising for Mid-Atlantic Convenience Stores, MACS, the largest Exxon Mobil branded wholesaler in the country with 300+ retail and wholesale stores. He helped lead a team to successfully rebrand, re-merchandise, and re-launch 100+ retail locations as part of an exclusive brand developer agreement with Circle K.
Preceding his position with MACS, Gaskins was Vice President of Marketing the Association for Convenience and Fuel Retailing and positioned the organization for unprecedented digital and global growth. On top of this accomplishment, Gaskins shaped the positive direction of brand marketing for Giant Eagle, where he advanced the GetGo chain of convenience stores for over eight years and launched the Fuelperks fuel rewards loyalty program.
Gaskins was instrumental in the brand development of Market District and Giant Eagle Express stores; and provided marketing leadership for beer, wine, spirits, video, retail banking, and center store grocery categories. Several major companies, including Nabisco Foods, Goldman Sachs, and Procter & Gamble, shifted positively thanks to Gaskins. He is an experienced brand developer, chief marketer, merchant, and innovator that has launched numerous packaged goods, CRM, and retail brands and store formats.
Throughout his career, Gaskins pours into his organizations and businesses, ensuring their success over the years, even when he moves to another position. Gaskins has established effective marketing and merchandising playbook to improve organizations. He also helps to further cultivate the growth and stewardship of every brand he works with. With a keen focus on ensuring the organization’s social, mobile, and loyalty initiatives are best in class, Gaskins is a dedicated and tireless worker committed to his family, job, and community.