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As World Fuel expands into providing additional fuel solutions and programs to its network of C-stores and cardlock sites, we are seeking a highly motivated Retail and Cardlock Marketing Lead to drive consumer and business traffic, build local brand presence, and activate engagement across a diverse set of store and site geographies.

This role blends hands-on digital execution, localized field marketing and data-driven experimentation. You'll partner closely with our commercial teams to ensure each site-whether located in a dense urban corridor or a rural highway stop-has a tailored marketing plan that attracts fuel customers, increases site visits, and builds long-term loyalty.

This role is ideal for someone who thrives at the intersection of digital marketing, hyperlocal targeting, and local activation, with a strong understanding of how to promote our offerings in different markets.

Key Responsibilities

Store-by-Store Marketing Support

• Develop individual site marketing plans tailored to store demographics, traffic patterns, and competitive landscape.
• Coordinate with store managers and regional operations leaders to implement promotions and gather on-the-ground feedback.
• Periodically visit store locations to understand local dynamics and assess marketing effectiveness.
• Manage production and placement of billboard campaigns, particularly for rural and highway site locations.
• Coordinate window clings, pump toppers, outdoor banners, and other POP materials aligned to promotions or seasonality.

Localized Digital Marketing

• Develop, launch, and optimize hyperlocal social media campaigns to drive store traffic and promote in-store promotions.
• Build and manage location-specific audience segments using platform tools for targeting radius, demographic filters, and interests.

• Manage store presence and promotions on GasBuddy, ensuring strong visibility and performance in fuel price search.
• Build and execute promotional campaigns through Upside, including onboarding new stores and tracking performance.
• Experiment with multi-channels (SMS, geo-fencing, Waze ads, etc.) based on site-level opportunities. Create visibility on Google maps and other platforms.

Reporting & Optimization

• Track campaign performance across all channels and identify actionable insights.
• Measure store-level impact, including fuel volume trends, inside-store traffic, and coupon redemption.
• Iterate quick-running tests, optimizing creative where performance is strongest.

Required Skills & Experience

• 3-5+ years of marketing experience, ideally in multi-location retail, QSR, C-stores, fuel, or local field marketing.
• Familiarity with major oil c-store branded marketing programs
• Experience managing campaigns on GasBuddy, Upside, or similar fuel/offer-driven platforms.
• Ability to develop multi-channel campaigns, ie i.e. billboards, digital channels, direct mail.
• Comfortable coordinating with local groups and community partners.
• Excellent copywriting skills and comfort with on-the-fly content creation.
• Data-driven mindset with the ability to interpret performance results and adjust strategies.

Nice-to-Have Experience

• Familiarity with convenience store, fuel retailers, or multi-site operational environments.
• Familiarity with Facebook Ads Manager, including audience building and location-based targeting.
• Understanding of local SEO, Google Business Profile optimization and creating online map visibility.
• Experience with geo-targeting tools (e.g., geofencing platforms, Waze)
• Event planning or experiential marketing background.

Success Looks Like

• Increased site-level fuel volume and store traffic tied to targeted marketing campaigns.
• Growth of engaged local audiences across social channels.
• Strong community presence established around each location.
• Building efficient, repeatable marketing playbooks built for urban, suburban, and rural store types and cardlock sites.

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