BP is parting ways with Jack Benoff, the company’s director of digital and loyalty for its U.S. convenience stores, Benoff announced via LinkedIn on Monday.
Benoff said his termination is part of BP’s broader reorganization, in which the company is cutting about 5% of its workforce this year to improve its performance, drive cash flow and increase shareholder value. Last month, a BP spokesperson said the company was also overhauling its marketing functions.
Benoff joined BP six years ago in what was his first foray into the convenience store industry. Over the past few years, he led BP’s digital experience across over 1,200 Thorntons and Ampm convenience stores, including the development of its Earnify loyalty program that launched in 2024, according to his LinkedIn bio.
Prior to joining BP, Benoff spent several years as a digital account manager for a variety of companies, including branding firm Struck, professional services firm Accenture and marketing firms Ogilvy and The Rose Group. Earlier in his career, he co-founded augmented reality software company Zugara.
A BP spokesperson did not respond by press time to comment on Benoff’s departure and who would be taking over his duties.
“Looking back on the last six years, I’m proud of the work and the impact: spearheading the redesign of the ampm app (growing digital revenue over 18X) and architecting a consumer-centric loyalty strategy that underpinned a transformation across bp’s North American footprint,” Benoff said in his announcement. “The new program, earnify, is now live at over 7,500 sites.”
Benoff isn’t the first leader from BP’s U.S. convenience team to feel the impacts of the company's reorganization. Last month, C-Store Dive reported that BP was making changes to TravelCenters of America’s marketing department that will result in layoffs through the rest of 2025.
