2023 Future Leaders in Convenience: CYNTHIA MOSCATO

Supervising a team of eight and overseeing marketing for the 800 Couche-Tard and Circle K stores in Quebec and the Atlantic provinces, Moscato handles brand positioning, in-store strategic planning, promotional and digital campaigns.

“I love the fast pace of day-to-day operations; we need to adapt quickly to make our consumers’ lives easier,” says Moscato, who cites building her team as her proudest accomplishment.

“They challenge me every day, and together, we’ve built great campaigns and strategic initiatives.”

Since joining the company, Moscato has worked with top media partners to make the Couche-Tard/Circle K brands shine, notes Pierre Peters, vice-president, operations, Québec East and Atlantic Canada.

“We’re happy to count on outstanding leaders like Cynthia, who pushes our company to find creative, innovative solutions to offer the best to our customers,” says Peters.

For example, Moscato facilitated the integration of the McGill Retail Innovation Lab Store—a unique concept combining technology and streamlined customer experience—into the Couche-Tard mobile application, ensuring the project's outreach on all platforms.

Known for her positive attitude and out-of-the-box thinking, Moscato is also resilient, helping her team navigate challenges including the pandemic. In 2021, she received a Star Women in Convenience Award.

“We had to change strategy, adapt quickly to new regulations, think about our team members and be there for consumers while providing a secure environment,” she explains.

Community building is also important to Moscato’s vision. She devotes time to charities focused on children and youth, and organizes giving campaigns across the Eastern Canada network.

“It’s really close to my heart to help and give back,” she says. “Also, the values we live by at Couche-Tard are important in the culture, and we feel them as employees.”

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