Dash In and Splash In name first Chief Marketing Officer
Matt Simon to lead brand growth, loyalty strategy, and multi-state expansion for Wills Group convenience and car wash brands.
Dash In convenience stores and Splash In car washes have appointed Matt Simon as their first-ever Chief Marketing Officer (CMO), to oversee brand strategy, marketing, and guest experience as the two Wills Group-owned brands continue expanding across the Mid-Atlantic.
Simon joins the company with over two decades of marketing leadership in the retail, foodservice, and consumer goods sectors. He most recently served as CMO at Penn Foster Group and previously held executive roles at The GIANT Company, Auntie Anne’s, The Hershey Company, and Del Monte Foods.
In his new role, Simon will guide the evolution of Dash In’s digital and in-store experience, including enhancements to its Dash In Rewards loyalty and e-commerce platform.
“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,” said Julian B. (Blackie) Wills, President and CEO of Wills Group.
Simon’s responsibilities will include brand development, customer acquisition, and loyalty strategy, along with supporting corporate culture and community outreach initiatives.
“This is an exciting opportunity to build on the strong foundation established at Dash In and Splash In,” said Simon. “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.”
The appointment reflects Wills Group’s broader strategy to invest in leadership and technology that enhance the customer journey—whether at the pump, in-store, or through digital platforms.
