Director Fuel Pricing

Location: Greater Atlanta Area - No Remote

Reports To: SVP of Fuel

Direct Reports: 3 Fuel Pricing Managers, and 1 Analyst

The Director of Fuel Pricing is responsible for setting and executing the retail fuel pricing strategy across approximately 700 convenience store locations. This role leads a centralized pricing team and ensures fuel pricing decisions support store traffic, inside sales performance, and overall profitability, while remaining competitive within each local trade area. This leader operates at the intersection of fuel economics, consumer behavior, and store-level execution, and must balance margin optimization with volume, loyalty programs, and in-store performance.

• Own end-to-end retail fuel pricing strategy for all C-store locations
• Establish pricing frameworks that balance fuel margin, volume, and in-store traffic
• Define pricing rules, thresholds, and escalation processes by market and trade area
• Adapt pricing strategies based on urban vs. rural, commuter vs. destination, and competitive density
• Monitor daily rack pricing, wholesale costs, taxes, and freight impacts
• Track competitive behavior across branded and unbranded C-store competitors
• Analyze price elasticity and customer response by market and daypart
• Identify opportunities to gain share while protecting margin
• Lead, develop, and mentor a team of 4 pricing managers/analysts
• Ensure timely, accurate pricing decisions across ~700 stores
• Create standard operating procedures for pricing execution and compliance
• Drive continuous improvement in speed, consistency, and decision quality
• Own enterprise and market-level fuel margin performance ($/gal and total dollars)
• Partner with Finance to forecast fuel margins, volume, and revenue
• Develop executive dashboards highlighting margin, price index, and volume trends
• Identify and correct margin leakage or execution gaps
• Collaborate with Operations to ensure price execution and signage accuracy at the store level
• Partner with Merchandising & Marketing to align fuel pricing with promotions, loyalty programs, and traffic initiatives
• Work closely with Fuel Supply / Trading teams to align pricing with cost and supply dynamics
• Partner with IT & Data teams to enhance pricing systems, automation, and analytics
• Ensure pricing practices comply with legal, regulatory, and antitrust requirements
• Maintain clear documentation and audit trails for pricing decisions
• Establish pricing approval and override processes where needed

Required

• 8–12+ years of experience in C-store fuel pricing or downstream retail fuel operations
• Demonstrated experience pricing fuel across hundreds of retail locations
• Prior leadership experience managing pricing or analytics teams
• Deep understanding of rack pricing, taxes, freight, and C-store margin dynamics
• Strong analytical capability (Excel, BI tools, pricing platforms)
• Ability to make rapid, high-impact decisions in volatile fuel markets
• Experience with C-store pricing platforms (Kalibrate)
• Multi-state or regional C-store pricing responsibility
• Experience integrating fuel pricing with loyalty or discount programs
• MBA or advanced degree (preferred but not required)