Wills Group, parent company of the Dash In convenience stores, appointed Matt Simon as its first chief marketing officer on June 30, according to a Wednesday announcement.
Simon will support Dash In’s expansion into the Carolinas, which has been in the works for years and took its first concrete steps in 2025. Wills Group — which operates about 55 c-stores across Delaware, Virginia and its home state of Maryland — acquired land for its first Dash In location in North Carolina earlier this year.
Simon will help bring Wills Group’s Splash In car wash business to the Carolinas, according to the announcement. Additionally, Simon will help grow the company’s overall brand experience, including its 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,” Julian B. “Blackie” Wills, president and CEO of Wills Group, said in the announcement.
Simon joins Wills Group from e-learning company Penn Foster Group, where he was CMO for the three years and led the company’s customer acquisition and brand transformation efforts.
Prior to Penn Foster, Simon spent more than two decades working in the retail food and consumer packaged goods spheres. His past roles have included chief brand experience officer for the Giant Company, a division of retail goods giant Ahold Dlhaize; director of U.S. marketing for pretzel shop Auntie Anne’s; senior shopper marketing manager for Hershey; and brand manager for Del Monte Foods, according to his LinkedIn bio.
“This is an exciting opportunity to build on the strong foundation established at Dash In and Splash In,” Simon said in Wednesday’s announcement. “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.”
