Dive Brief:
- BP is making changes to TravelCenters of America’s marketing department that will result in layoffs through the rest of 2025, a company spokesperson confirmed to C-Store Dive.
- The changes are part of BP’s ongoing strategy reset, which launched earlier this year to improve the company’s performance, drive cash flow and increase shareholder value, the spokesperson said. They did not share how many team members are expected to be impacted.
- This comes about five months after BP revealed plans to cut about 5% of its global workforce by 2026. At the time, a BP spokesperson declined to share specifics on the company divisions and regions impacted by the layoffs..
Dive Insight:
In a memo sent to BP’s employees back in January, CEO Murray Auchincloss said the 5% workforce reduction aimed to help the oil giant position itself as a “simpler, more focused” company.
That still appears to be the case with the latest changes at TA, as a source familiar with the matter said the latest moves aim to unify all marketing functions under the BP umbrella. This source added that some employees from TA’s marketing team remain with the company, but they’re now employed by BP instead of TA.
In a statement to C-Store Dive, BP’s spokesperson said the company is overhauling its marketing functions to help its businesses and brands be more successful and improve connections with customers.
“In February 2025 we proposed changes to our marketing organization and how we work, and as a result, this will impact roles across our marketing teams through 2025, including in TravelCenters of America,” BP’s spokesperson said.
BP acquired TA in May 2023. The acquisition, which included TA’s 300 travel centers and 20,000 employees, “fundamentally changed” BP’s U.S. footprint, the oil giant said in its 2024 annual report. It’s unclear how many of those 20,000 team members were in marketing.
