William Mullen

Experience

1. President, Retail

   United Pacific

   Aug 2018 — Present · Long Beach, CA, US

   United Pacific is one of the largest independent convenience and fuel retailers in the Western United States, operating more than 675 stores and 150 car washes across 11 states. The company, backed by private equity firm Fortress Capital, scaled aggressively through multi-site expansion, operational modernization, and the development of its proprietary Rocket™ brand. Known for its leadership in fuel supply, retail innovation, and brand-driven growth, United Pacific entered a strategic joint venture with Phillips 66, which acquired an ownership stake to accelerate long-term value. Directed enterprise-wide strategy and operations under Fortress Capital’s private equity ownership, helping position the business for joint venture with Phillips 66 after two years. Held full P&L ownership for a $5B multi-unit portfolio, leading 4,800 employees across 11 Western states in fuel, retail, and car wash operations. Spearheaded multi-state retail expansion, increasing profitability and market share by aligning brand innovation with operational efficiency. Launched and scaled the Rocket™ brand, integrating loyalty programs, digital marketing, and customer rewards to enhance engagement and drive brand differentiation. Championed enterprise-wide technology adoption, enabling data-driven decision-making, performance optimization, and predictive customer insights. Directed cross-functional collaboration across procurement, transportation, supply chain, branding, and IT to streamline execution and improve margin. Served as Executive Committee presenter, Board participant, and equity partner, contributing to strategic planning, capital deployment, and value creation initiatives aligned with private equity mandates.

Education

• University of South Carolina

  Business Administration