FEMSA names Jaime Longoria CEO of OXXO USA

Jaime Longoria has been named CEO of OXXO USA. | FEMSA (inset), CSP Staff

Jaime Longoria is the new leader of OXXO USA, a unit of Monterrey, Mexico-based convenience-store retailer and beverage bottler FEMSA, a FEMSA spokesperson told CSP.

Longoria (pictured) took over as CEO of OXXO USA this month after Hal Adams, OXXO USA managing director, retired at the end of 2025, the spokesperson told CSP.

Adams, previously the CEO of Franklin, Tennessee-based MAPCO, was in charge of OXXO’s U.S. expansion. Longoria takes over Adams’ responsibilities, the spokesperson said, and the title of the role has changed from managing director to CEO. Longoria also takes over as the CEO of OXXO Gas.

“This is an appointment in line with our strategy for growth and operational continuity in that market,” the spokesperson said.

Longoria posted on LinkedIn, “From this point forward, I will have the opportunity to lead OXXO’s business in the United States as well as the fuels business in Mexico through OXXO Gas.”

Prior to this new role, Longoria spent a year leading the Multiformat business unit at FEMSA Proximity and Health, where he led strategy for convenience brands Caffenio and Doña Tota, and hard discount brand Bara, the spokesperson said. He started at FEMSA in February 1997.

“After several years as part of OXXO, bringing our culture, our way of doing things and our people-centered approach to our expansion in the United States represents a deeply meaningful challenge for me—one that I am truly proud to take on,” he said in the post. “I am confident that, with a strong and committed team, we will continue to build a solid, consistent operation aligned with the values that define us.”

In addition, OXXO has appointed David Alejandro González García as chief operating officer of OXXO Mexico, the spokesperson said. He will focus on Mexico operations and OXXO’s 24,000 stores footprint in the country. 

The move comes as OXXO USA continues its move into the United States. Fomento Economico Mexicano S.A.B. of C.V. (FEMSA) purchased 249 stores from Brentwood, Tennessee-based Delek US Holdings in October 2024, marking its entrance into the United States. It started rebranding c-stores in February 2025, focusing on the Midland-Odessa and Lubbock metro areas in West Texas.

FEMSA has set its sights on becoming a major player in the United States after the Delek acquisition, officials have said. The $385 million deal with Delek established FEMSA in the Southwest United States, primarily in Texas but also in New Mexico and Arkansas. The stores, previously operated under the DK Convenience brand, are transitioning to OXXO. The chain will retain a branded fuel partnership with Alon and DK Fuel, owned by Delek. FEMSA began operating the former Delek US stores on Oct. 1, 2024. FEMSA owns the world’s largest Coke bottler, Coca-Cola Mexico. Its Proximity Americas Division operates the OXXO convenience-store chain and related retail formats in Mexico, Central America and South America, and now in North America. Its Proximity Europe Division operates Valora, its European retail c-store unit.

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