2023 Future Leaders in Convenience: KEITH EDWARDS

“I’m grateful to lead a team spanning Canada and the United States, focused on digital innovation. It’s energizing to realize our work is helping to transform and enhance the customer experience for those who visit our sites across North America,” says Keith Edwards.

Edwards led the implementation and evolution of Shell Go+, Shell Canada’s members-only customer rewards program and constantly seeks innovative ways to improve the customer experience.

“I’m proud of the people I have the privilege of working with, and the visibility of what we do—as an industry, we play a daily role in many Canadian’s journeys,” he says.

Edwards took on a previous team lead role shortly after the pandemic began, which meant standard processes of onboarding a team and regular interactions went virtual, a challenge he met with resolve.

“We developed new ways of working and engaging with each other, delivering for two years while running a program which has been externally recognized as a top loyalty program in Canada,” he says.

Edwards believes that because his industry serves all Canadians, it’s vitally important that it be representative of the country’s diversity.

“As a leader I want my team and all those I work with to feel valued and know that I am an ally for inclusiveness,” he explains.

“Being a part of so many communities means we have many opportunities to give back, which is important to me on a professional and personal level.”

Carl Laliberte, Shell Canada’s national director of convenience retailing, mobility Canada, says Edwards is passionate about diversity, equity and inclusion (DE&I) at Shell, demonstrating continued leadership through his roles on national and regional DE&I councils within the organization.

Edwards’ efforts have made a big impact internally and externally, adds Laliberte. For example, through his leadership, over the summer of 2023 the company installed rainbow canopy wraps at select sites in Toronto, Vancouver and Calgary to celebrate and recognize local Pride festivities.

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