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2023 Star Women in Convenience winner: Nicki Newfeldt

Shining Star
Nicki Newfeldt Business development lead Shell Canada
Nicki Newfeldt Business development lead Shell Canada

How did you get into this business? 

Shell was my client for many years. I was always impressed with Shell’s culture, the balance between focusing on long-term strategy and delivering short-term results, and the dedication to being a responsible and sustainable energy provider. It was an easy decision to join Shell when the right role became available.

What work-related accomplishment are you most proud of during the last 12-18 months?

We are working toward closing the transaction to purchase 56 stations from Sobeys, and I have had the honour of being part of this transaction from deal negotiation through implementation. I love working on something that will create positive momentum in the business today but also have long term impact. These are fantastic stations for the Shell brand, I am looking forward to seeing their resilience through the energy transition with the addition of low carbon fuels, car wash and expanded in-store offers.

What do you like most about your job?

It is such an exciting time to be in the fuel and convenience retailing space. What we did yesterday won’t take us where we need to go tomorrow, resilience will require new strategies to meet the evolving needs of our customers and my role allows me to work across the business, helping create our path forward. The pace of change is rapid, and I love being part of an organization that is dedicated to changing alongside the customer. My role focuses on business development and strategy, enabling me to bring both the voice of the customer and a commercial mindset across many facets of the business such as new partnerships, regulatory compliance strategy and in organic growth.

What was the biggest challenge of your career?

My biggest challenge is a common one among women: I needed to recognize it is okay to take a step back and ensure my well-being is looked after so that one day I could bring my best self to work again. I am the sole parent to twins who were six years old at the height of COVID: Trying to juggle work and having kids at home with intermittent childcare was hard enough, but then I was thrown the curve ball of being diagnosed with breast cancer. I had several projects on the go, and it felt very difficult to step away and focus on my health and my family. I am forever grateful to work for an organization that truly supports their employees: Not only was I able to take the time I needed to be physically and mentally healthy again, but also I was promoted into my current role upon my return.

What's the best advice you ever received?

Not exactly advice, but unfortunately my dad passed away quite young and unexpectedly, and I took from that experience that you really need to enjoy the journey. Take the jobs that ignite your purpose, not just check a developmental box. Use your vacation days. Carve out time on a frequent basis to do the things you love with the people you love.



Click here for a full list of the 2023 Star Women in Convenience winners

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