FEMSA names new CEO of OXXO USA and OXXO GAS
Jaime Longoria Manllo will lead convenience and energy expansion in the U.S.
FEMSA has appointed Jaime Longoria Manllo as CEO of OXXO USA and OXXO GAS, effective January 2026, marking a new stage for the company’s proximity and energy operations in the United States. The move underscores the company’s plan to scale and consolidate its convenience and fuel model in one of its most strategic growth markets.
Longoria steps into the role after leading OXXO Multiformats within FEMSA Proximity & Health, overseeing concepts such as BARA, Caffenio and Doña Tota, where he drove differentiated formats, network expansion and commercial optimization. He previously served as CEO of OXXO GAS from 2023 to 2025, guiding the service‑station model and its integration with the convenience retail proposition.
Over more than 17 years with OXXO and the broader FEMSA ecosystem, Longoria has held key positions in commercial and category management, including Commercial Director and Categories Director, with responsibility for portfolios ranging from snacks and groceries to perishables. His experience spans in‑store execution and long‑term growth and profitability strategy.
The leadership change comes amid intensifying competition in U.S. convenience retail and fuel, where differentiation through experience, assortment, technology and logistics will be essential.
Under Longoria’s leadership, OXXO USA and OXXO GAS are expected to accelerate market consolidation, strengthen local value propositions and maintain alignment with FEMSA’s global strategy.
