Wawa Names Diane George as Director of Marketing & Brand Strategy

Wawa, Inc. has appointed Diane George as Director of Marketing & Brand Strategy, adding marketing leadership as the convenience retailer continues to expand its store network and customer reach.

George brings experience across brand, marketing, and business leadership. Before joining Wawa, she spent more than four years with La Colombe Coffee Roasters, where she worked across brand and product initiatives, including the Draft Latte, K-Cup, and café programs. Her background also includes work with consumer, food, beverage, and health brands.

In her new role, George will focus on marketing and brand strategy at Wawa, a privately held convenience retailer with nearly 1,200 locations across the United States. The company operates stores offering food, beverages, coffee, fuel, and other convenience services.

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George's appointment comes as Wawa continues its geographic expansion beyond its traditional Mid-Atlantic footprint. The company has expanded into markets including Florida, Kentucky, Tennessee, Georgia, Alabama, and other states, while continuing to build its store network.

Her role places brand strategy within a retail environment where customer experience extends across physical stores, digital ordering, products, and day-to-day interactions. Wawa's corporate structure also includes dedicated technology and digital teams focused on personalized customer experiences as the company expands its footprint.

George has indicated that her initial approach will involve listening to customers and store associates to understand the brand from the people closest to it.

The appointment adds marketing leadership to Wawa as the retailer manages the challenges of maintaining a consistent customer experience while entering new markets. George's background across consumer brands and business strategy brings that experience into a broader marketing and brand strategy remit at Wawa.