Booster Fuels Adds Vice President to Lead Its Brand Experience and Design Efforts

Founded in 2014 at AllianceTexas in Fort Worth, the startup has major financial backing from Dallas venture capital firm Perot Jain.

Same-day fuel delivery service Booster Fuels has added a new executive to its team. Jason Anello is joining the startup as its first-ever vice president of brand experience and design.


Jason Anello

Booster, which operates in North Texas, California, and Seattle, was co-founded in December 2014 at AllianceTexas in Fort Worth by CEO Frank Mycroft, Diego Netto, and Tyler Raugh. It was launched with help from Ross Perot Jr., and the Dallas venture capital firm Perot Jain remains one of its major investors. 

Earlier this year, Booster announced it had raised $56 million in Series C funding and added two new investors to its stable of backers. The round was led by Invus Public Equities LP, with participation from returning investors, including Perot Jain, Conversion Capital, Madrona Venture Group, Maveron, and Vulcan Capital.

Mycroft was recognized by D CEO in the Dallas-Fort Worth CIO/CTO Awards 2017.

Anello joins the now San Mateo, California-based company from Aurify Brands, where he was chief marketing officer for five restaurants (Five Guys franchisees in New York City, The Little Beet, Melt Shop, Fields Good Chicken, and MAKE Sandwich).

Booster said New York-based Anello will be responsible for all brand experiences—both physical and digital—for consumer and fleet elements of the business. He will be responsible for Booster touchpoints from various perspectives: creative and design, experiential, and functional voice and tone. And, next year, he will build out a creative team.

Anello’s approach will more mirror a chief experience officer rather than a traditional chief marketing officer. During his three and a half years at Aurify, for example, Anello defined each brand, created visual guidelines, built marketing and creative teams, and executed new visions across physical restaurant and digital design ecosystems. That included creating 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.

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R E A D   N E X T

  • Perot Jain-backed Booster was founded in 2014 out of Fort Worth's AllianceTexas, before moving its HQ to San Mateo, California. Booster has raised over $108M in funding, and now operates in California, Texas, Tennessee, and Washington, D.C. By partnering with REG, it aims to help fleets switch to renewables, cutting carbon emissions in the fight against climate change.

  • Juliana Oliveira and her sister Sara de Oliveira co-founded Athlete-Centric Design to transform pro athletes’ lifestyles—not just with luxury design, but by improving their performance on the field through health and wellness elements. Now they hope to score by having their approach adopted as a best practice in the sports industry nationwide.

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  • After spending time in San Francisco, Dev Gupta (who designed the Dallas Innovates logo in 2015) moved back to Dallas to launch his own digital design studio. Armed with experience from working with clients like Google, Toyota, and Twitter on user interface design, the CEO and founder of Not Dev is bullish on his hometown—and building a company based on remote work, young local talent, and a nontraditional way of operating.