Dive Brief:
- FEMSA has named Jaime Longoria as CEO of Oxxo USA, a company spokesperson confirmed to C-Store Dive.
- Hal Adams, who had been spearheading Oxxo’s expansion in the U.S. for the past year as managing director, retired at the end of 2025. In the wake of his departure, Longoria, a FEMSA veteran of about two decades according to his LinkedIn bio, was appointed CEO of Oxxo USA, the spokesperson said. Longoria has also been named CEO of Oxxo Gas, the company’s retail division that sells fuel, the spokesperson added.
- Oxxo’s change in leadership comes as the convenience retailer continues its first-ever expansion in the states, an initiative that has become one of the central talking points in the c-store industry.
Dive Insight:
Adams, the former CEO of Tennessee-based c-store retailer MAPCO, told C-Store Dive in an interview last year that he became Oxxo USA’s first employee over two years ago. He said he helped the retailer’s parent company, FEMSA, acquire Delek US Holdings’ 249 convenience stores in the Southwest, and has since focused on building Oxxo’s strategy in the states.
That strategy, Adams’ emphasized at the time, includes establishing a foothold from the Southwest all the way to the Southeast, up to the Carolinas and Virginia over the next several years
“We didn’t come to the U.S. to operate 249 stores,” Adams said in October. “Our ambition is to be a relevant player in the market in North America.”
This strategy will now be spearheaded by Longoria, who becomes CEO of Oxxo USA and Oxxo Gas after spending about a year leading FEMSA’s Multiformats division, where he led strategy for food brands Caffenio and Doña Tota and hard discount brand Bara. He now reports to Constantino Spas, CEO of FEMSA’s Proximity and Mobility Americas team, according to a statement from Spas.
“This is an appointment in line with our strategy for growth and operational continuity in that market,” FEMSA’s spokesperson said in a statement to C-Store Dive.
According to his LinkedIn bio, Longoria joined FEMSA back in 1997 in the company’s logistics department. He’s held several positions with the company in the years since, including director of categories and commercial for Oxxo. Longoria was previously CEO of Oxxo Gas from February 2023 to March 2025.
“After several years as part of OXXO, bringing our culture, our way of doing things, and our people-centered approach to our expansion in the United States represents a deeply meaningful challenge for me — one that I am truly proud to take on,” Longoria said in a LinkedIn post on Thursday.
Longoria’s promotion isn’t the only executive change happening at Oxxo. The company has also appointed David Alejandro González García as chief operating officer of Oxxo Mexico, according to FEMSA’s spokesperson.
In a LinkedIn announcement on Tuesday, Garcia — who had been CEO of Oxxo Gas since March 2025 — said his time leading Oxxo Gas was “an intense journey full of challenges and lessons learned.”
Garcia joined FEMSA in 2016 in the company’s Cola-Cola division, working in that department for about seven years, according to his LinkedIn bio. He became director of operations for Oxxo Gas in late 2023, and eventually became that division's top executive.
Correction: A previous version of this story misstated information about Jaime Longoria's work history at FEMSA. He previously led the company's Multiformats division.
