Retail & Cardlock Marketing Lead

Retail and Cardlock Marketing Lead

Location: Remote field work, U.S.-based (some domestic travel required, prefer someone that lives in MO, AR, or the central US.

At World Kinect, our employees are the key to our global success. We are industry leaders due to the innumerable talents of our approximately 5000 strong professional team. Our people thrive in an entrepreneurial and culturally-diverse environment, where innovative thinking, collaboration and efficient execution are highly valued. Our high-performance culture is what allows us to drive sustained growth. Stronger together, we promote an environment where individuals can thrive.

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 sitewhether located in a dense urban corridor or a rural highway stophas 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

• 35+ 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.

World Kinect is an equal opportunity/affirmative action employer. All qualified applicants will receive consideration for employment without regard to sex, gender identity, sexual orientation, race, color, religion, national origin, disability, protected veteran status, age, or any other characteristic protected by law.World Fuel Services, Inc.