Booster, a same-day fuel delivery service, has added a new member to its executive team: Jason Anello has just joined Booster as its first VP, Brand Experience & Design.

Anello will be responsible for all brand experience -- both physical and digital for both consumer and fleet elements of the business. He is responsible for Booster touchpoints from a creative/design, experiential, and functional voice/tone perspective. Anello will build out a creative team in 2020.

Anello comes to Booster from Aurify Brands where he was Chief Marketing Officer for five restaurant brands (Five Guys-franchisees in NYC, The Little Beet, Melt Shop, Fields Good Chicken, and MAKE Sandwich).

Anello's approach focuses more on Chief Experience Officer than traditional Chief Marketing Officer. In his 3.5 years at Aurify he defined each brand, created brand and visual guidelines, built marketing and creative teams for each brand and executed the new brand vision across physical restaurant and digital design ecosystem, including building distinct ordering apps for Melt Shop, Fields Good Chicken, and the Little Beet.

Previously, Anello ran innovation marketing teams at Yahoo, Ogilvy and Digitas before starting his own agency, Manifold. 

Booster's fleet fueling customers include Stanley Steemer, Two Men and a Truck, Hardin Honda, and Traffic Management Inc. The addition of the fleet business makes Booster a 24/7 operation built on a proprietary FuelOS platform, designed for scale, with sophisticated routing to unlock new markets and historically unserved consumers.