GasBuddy Hires Waze Vet Jordan Grossman To Lead Ads Sales Efforts, Solidify Location Focus
“The convenience store industry is the only growing sector in retail with more than forty million Americans making a purchase every single day,” Grossman says. "There’s a massive opportunity for brands to own and influence the path to purchase."
GasBuddy is set to expand its sales team with several strategic hires, notably bringing on Waze veteran Jordan Grossman as executive vice president to lead the company’s advertising sales efforts and further its commitment to using location intelligence to connect drivers to their “perfect pit stop.”
As the $600 billion convenience store and fuel retailing industry remains one of the few retail sectors to show overall growth, the GasBuddy app aims to bring the over 40 million Americans making a convenience purchase every single day to specific physical locations — and this is where Grossman will lend his location expertise.
“GasBuddy is uniquely positioned in the consumer journey reaching volumes of value-seeking consumers, all with high-purchase intent, planning an imminent trip to the convenience store,” Grossman says. “[I believe] there’s a massive opportunity for brands to own and influence the path to purchase. I look forward to working with this growing team, and building engaging experiences for both users and brands.”
At Waze, Grossman served as the head of North American sales, developing and scaling ongoing campaigns for brands like Coca-Cola, Dunkin’ Donuts and Mondelez. Now, he’ll be tasked with putting that expertise to use to help convenience chains, CPG brands, and more to attempt to reach drivers at the moment of truth as they pick a pit stop or refueling destination.
After all, as we wrote during the release of GasBuddy and Cuebiq’s Q1 2018 foot traffic report last month, relevant, real-time offers in this space are key: Through targeted mobile promotions aimed at reaching customers during the “last mile” of their journey, gas stations can turn these visits into repeat business — and drive sales of convenience store products from snacks to coffee.
In fact, a combination of rich media and location targeting last holiday season helped RaceTrac generate a 47 percent lift in traffic at the gas station convenience store chain’s 450 outlets across the southern United States.