2023 Star Women in Convenience winner: Heather Hildenbrandt

Marketing manager – Western Canada

Alimentation Couche-Tard/Circle K

What do you like most about your job?

The dynamic nature of my job. The fast-paced environment ensures that no two days are the same. I have a keen interest in marketing and interacting with consumers and it’s satisfying to witness the immediate impact of my campaigns and ideas in the market. 

What was the biggest challenge of your career?

Beginning a new job in a new industry during the pandemic. This required me to connect with colleagues, learn from them and build relationships entirely through video conferencing, email and chat. The experience resulted in stronger connections and expanding my knowledge, enabling me to create compelling marketing campaigns and make impactful decisions.

What's the best advice you ever received? 

“The best idea is boss.” Recognizing this allows you to remain adaptable and open-minded, making space for diverse voices and viewpoints even if it means changing your perspective on a problem or a marketing campaign.

What work-related accomplishment are you most proud of during the last year?

Spearheading the launch and rollout of our new program, Premium Pass. It offers our customers exclusive Circle K promotions and coupons, encouraging them to make repeat visits and engage with our brand on a deeper level. Through the collective efforts of our talented teams, we grew our user base to 50,000 in under nine months.

 What excites you most about the future of this channel? 

Convenience has taken on a new meaning, with food delivery platforms becoming a constant presence and digital screens curated to consumer preferences. Customers crave efficiency and a personal touch, and I'm looking forward to exploring how we can meet and exceed these expectations.

What trend or innovation will shape the business in the next five years?

Developments in AI and how they will impact the marketing industry. We're on the cusp of a significant transformation that will change the way we interact with consumers.