Holiday Oil Expands Leadership
Utah-based Holiday Oil names new President; adds to Board and Leadership Teams with an eye on growth, operations and future expansion
SALT LAKE CITY (JAN. 26, 2026) – Holiday Oil, a Utah-born company of neighborhood convenience stores, has announced the approval of several leadership appointments and additions to the Holiday leadership team, reinforcing the company’s commitment to long-term growth, operational excellence and innovation across its store portfolio.
"We are energized by this leadership team and are confident in the bright future ahead of Holiday Oil," said Mike Wagstaff, CEO and Chairman of the Board of the company.
Leadership Appointments
James Peterson, currently serving as Chief Operating Officer, has been appointed President of Holiday Oil Stores. In this role, Peterson will continue to report to Wagstaff and will lead store strategy, performance and day-to-day operations. With strong financial acumen, a high-energy leadership style and a deep commitment to employees and customers, Peterson is positioned to lead Holiday Oil Stores into its next phase of growth, Mike Wagstaff said.
In conjunction with this announcement, Mike Wagstaff has assumed the role of Chief Executive Officer and Chairman of the Board, providing overarching leadership and strategic direction across the entire Holiday portfolio.
Additionally, Scott Wagstaff has been appointed Vice Chairman of the Board, further strengthening governance and leadership continuity.
Holiday Oil also announced the addition of the following executives to its leadership team:
Ross Davidson, General Counsel — Davidson has served as an attorney for more than 19 years and has extensive experience in corporate governance, contracts, mergers and acquisitions and real estate. Most recently, he served as General Manager of Legal at Dyno Nobel.
Chris Buhl, Chief Human Resources Officer — With nearly three decades of experience at large global organizations, including Pepsi, Buhl brings a proven track record of building scalable people processes, developing high-performance cultures and leading organizations through growth, transformation and change.
Jacob Kimmel, Chief of Staff — With leadership experience across retail and fuel operations, Kimmel brings strong strategic, operational and organizational expertise. In his role, he will help connect enterprise strategy to day-to-day execution, ensuring priorities are clearly defined and effectively delivered.
Heather Salas, Director of Marketing — Salas brings a results-driven, brand-focused approach to her role. With more than a decade of experience leading integrated marketing strategies across retail and consumer environments, Heather excels at strengthening brand presence, driving customer engagement, and aligning marketing initiatives with business growth objectives.
Board of Directors Additions
Holiday Oil announced the addition of two new members to its Board of Directors:
Rich Marasco, a food industry executive and culinary innovator, brings extensive experience in menu and concept development, product commercialization, and business scale-up. Marasco’s expertise will help drive continued innovation and expansion of Holiday Oil store menus.
Brady Brammer, a seasoned attorney and public servant, has broad experience in commercial litigation, business law,and public entity representation. He serves in the Utah State Legislature and was an adjunct professor at Brigham Young University, where he taught business law and ethics. Brammer’s legal and policy insight will strengthen the Board’s strategic discussions.
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About Holiday Oil:
Since 1964, Holiday Oil has been serving the state of Utah with a dedication to cleanliness, convenience and safety. In addition to providing excellent customer service, Holiday Oil regularly supports the community with initiatives such as Communities Start Here, Sub For Santa, Tools For School and Feeding Families. With 76 gas stations throughout the Wasatch Front, Holiday Oil employs more than 1,000 workers and remains family-owned and operated by the Wagstaff family.