Simon to oversee Dash In and Splash In’s expansion and lead the transformation of its award-winning loyalty and e-commerce platform

Wills Group, parent company of Dash In convenience stores and Splash In car washes, announced today the appointment of Matt Simon as Chief Marketing Officer (CMO), effective June 30, 2025. Simon will support Dash In and Splash In’s multi-state expansion, with a focus on Dash In’s growth in North and South Carolina. Simon will also champion the Dash In mission to redefine convenience by elevating all aspects of the brand experience, including its guest loyalty and e-commerce platform, Dash In Rewards.

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Matt Simon, Chief Marketing Officer of Wills Group companies Dash In and Splash In

“We are excited to welcome Matt Simon to the Dash In and Splash In leadership team as Chief Marketing Officer,” said Julian B. (Blackie) Wills, President and CEO of Wills Group. “Matt’s passion for brand building, guest experience, and channel optimization will ensure that Dash In and Splash In continue to set new standards in convenience retail, while deepening our impact in local communities.”

Simon is the first Chief Marketing Officer for the Wills Group family of companies. Simon will lead Dash In and Splash In’s ongoing efforts to deliver service excellence and ensure that Dash In Rewards mirrors Dash In’s elevated in-store experience. Simon’s commitment to company culture, meaningful team engagement, and community involvement will also support the Dash In brand promise.

“I’m honored to step into the role as the first Chief Marketing Officer for Dash In and Splash In,” said Simon. “This is an exciting opportunity to build on the strong foundation established at Dash In and Splash In. Together, we will continue to push the boundaries of convenience retail by delivering innovative solutions, elevating every aspect of the guest experience, and fostering deep connections in our communities. I look forward to working alongside this talented team to shape the future of convenience retail.”

Simon joins Dash In and Splash In with 25 years of marketing experience. Most recently, as Chief Marketing Officer at Penn Foster Group, Simon led customer acquisition and brand transformation efforts across Business to Consumer (B2C) and Business to Business (B2B) strategies. Prior to Penn Foster, Simon served as Chief Brand Experience Officer for The GIANT Company, a division of Ahold Delhaize, where he worked to introduce their digital consumer loyalty and e-commerce program, while also leading their brand repositioning efforts and corporate social responsibility platform.

Simon’s experience also includes work in the Quick-Service Restaurant (QSR) and Consumer Packaged Goods (CPG) space, working with Auntie Anne’s, The Hershey Company, and Del Monte Foods across various marketing and business development roles. Simon’s commitment to community engagement includes serving on the board of directors of the Central Pennsylvania Food Bank as well as Philadelphia’s Please Touch Museum. Simon received his Bachelor of Arts degree from the University of Pittsburgh and his MBA from Pennsylvania State University.

“This is an important time for Dash In and Splash In,” noted Wills. “We have made great progress in transforming the guest experience and demonstrating our food-forward commitment. Matt’s arrival ensures that Dash In and Splash In continue to exceed guest expectations, creating rewarding experiences both in-store and through our loyalty program. Matt’s passion for community engagement will also ensure that Dash In and Splash In continue to uphold our commitment to cultivating long-lasting relationships with our guests and communities.”

About Dash In

Dash In is redefining convenience by elevating the guest experience at over 55 locations across Delaware, Maryland, and Virginia. Recognized as a Fortune 100 Best Workplaces in Retail™, Dash In is a growing chain that is passionate about quality, innovation, cleanliness, and local communities. To learn more about Dash In, visit kitchen.dashin.com.

About Wills Group, Inc.

Headquartered in La Plata, Maryland, Wills Group is Great Place to Work Certified™ and has nearly 300 retail locations across the Mid-Atlantic region, including Dash In, Splash In, and SMO Motor Fuels. A family-owned company since 1926 with expertise in convenience retailing, fuels marketing, and commercial real estate, Wills Group prides itself on keeping customers’, employees’ and communities’ Lives in Motion. For more information about Wills Group, visit willsgroup.com.

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“I’m honored to step into the role as the first Chief Marketing Officer for Dash In and Splash In,” said Simon. “...Together, we will continue to push the boundaries of convenience retail..."