MONTERREY, Mexico — FEMSA has appointed Jaime Longoria as CEO of Oxxo USA, assigning a longtime company veteran to lead the convenience retailer’s expanding U.S. operations.
| Click here for our complete C-store coverage |
Longoria takes over from Hal Adams, who retired at the end of 2025 after leading Oxxo’s initial expansion into the U.S. market as managing director. In addition to his new role, Longoria will also serve as CEO of Oxxo Gas, FEMSA’s fuel retail division.
The leadership change occurs as Oxxo begins its first-ever expansion into the U.S., following FEMSA’s acquisition of 249 convenience stores from Delek US Holdings in the Southwest. The company has stated that its long-term goal is to build a significant presence across multiple U.S. regions.
Longoria most recently managed FEMSA’s Proximity and Health division, which encompasses Oxxo’s global convenience-store operations, as well as its Valora foodservice and Salud pharmacy businesses. He previously served as CEO of Oxxo Gas from 2023 to 2025 and has held various commercial and category leadership roles within Oxxo since joining FEMSA in 1997.
“This appointment aligns with our strategy for growth and operational continuity in the U.S. market,” a FEMSA spokesperson said.
Separately, FEMSA also announced a leadership change in Mexico, appointing David Alejandro González García as chief operating officer of Oxxo Mexico. González García previously served as CEO of Oxxo Gas and has been with FEMSA since 2016.
Submit Your Press Release
Have news to share? Send us your press releases and announcements.
Send Press Release
