2023 Future Leaders in Convenience: AMANDA SIMPSON

Amanda Simpson says leading the development of Waypoint Convenience's Chart Topper campaign in summer 2023—which included the first Canadian convenience partnership with iHeartRadio—was a career highlight.

“It was fun creating shared experiences for our customers and the communities where we operate,” she says.

The campaign included a new gamification development and legal requirements, plus in-depth media strategy and execution.

“Amanda is a brilliant creative thinker with the tenacity to overcome obstacles and reach her targets. She brings kindness and patience in her approach to leadership,” says fuels brand manager Thea Bourne.

Simpson recently led an in-depth customer journey mapping project that took her to British Columbia and northern Ontario, where she met with agents, conducted site visits, worked on focus groups and spoke with retailers and their attendants to better understand their customers and the retailer network.  

“I enjoy being able to create impactful marketing campaigns that resonate with our customers, retailers and store managers, and I love getting to know our retailers’ stories,” she says.  

Bourne says Simpson brings fresh ways to engage and retain c-store consumers and retailer partners.

“She's cognizant of the importance of connection, understanding, and teamwork in a way that will impact how the industry is run,” she says.

Simpson has developed new programs for 2024 designed to improve both sides' experiences within the network and make being a partner much more rewarding and fulfilling. She says joining Waypoint, which in late 2023 became part of BG Fuels, has proven to be the perfect fit for her.

“It was challenging finding a workplace where I truly felt I belonged and where I was aligned with the values of the company,” she explains. “I love the friendly voice and inclusivity of the Waypoint brand. It speaks to who I am.”

She says it feels good to find a workplace “where I truly felt I belonged and where I was aligned with the values of the company. I love the friendly voice and inclusivity of the Waypoint brand. It speaks to who I am.”

Click here for a full list of the Future Leaders in Convenience + Car Wash winners