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2022 Star Women in Convenience winner: Danielle Friel

Shining Star
Danielle Friel SWIC2022

Senior manager, area retail licensee - Ontario East

Petro-Canada (Suncor Energy)


How did you get into this industry?

Following my graduation from Wilfrid Laurier University, I joined Petro-Canada as part of the New Grad Program. What attracted me to the industry was the diversity in different roles related to convenience retail and field operations.

What do you like most about your job?

Every day is a different challenge, which keeps it fun, interesting and allows for an abundance of learning opportunities. I also love the team I work with – their positive energy and can-do attitude make every day a pleasure!

Biggest challenge?

Knowing that one day I wanted a family, I had to figure out the best way to balance both work and home life while giving each 110% effort! I learned it’s very important to take time for myself and ask for help. Being overworked and overtired doesn’t help those around you, nor your ability to make sound decisions.

Best advice received?

Creating and maintaining a collaborative, trusting, positive and fun work environment is so important to be able to grow the business and grow as a team. In challenging times, think about how you would want to be treated and act accordingly to get the best results from everyone!

Career highlight?

Being on lead for creating and bringing to market a new car wash card product to our network was very exciting. I worked on every aspect including design creation, strategy and market launch components. Currently, seeing the success of my associates growing their business and helping them navigate through two challenging years is quite an accomplishment.

What are you most proud?

My work within key store categories such as tobacco. I worked hard to translate Category Management objectives into field-level deliverables so we could execute to our best in some complex categories.

What excites you most about the future of this channel?

Change! We’re seeing new areas of focus emerge such as QSR in more convenience stores and new store offerings we can incorporate to help grow our business.

Leadership style?

I’m a passionate, collaborative and trustworthy leader that delivers solutions to any issues and challenges that present themselves, while maintaining a positive working environment. I always strive and lead others to maintain a positive attitude, strong work ethic, high morale and friendly atmosphere. Respect, trust, and results-focused remain the core of my team’s working relationships.

Click here for the full list of 2022 Star Women in Convenience winners.

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