2024 Impact Awards winner: Circle K, Sarah Moncada

Growing up immersed in sports taught marketing manager Sarah Moncada a lot about teamwork and the importance of community. 

When she joined Circle K in 2020, she wanted to bring those values with her to work every day and couple them with a passion for fostering community engagement. 

Moncada’s love of marathon running led to Circle K’s sponsorship of the 2023 Toronto Marathon. 

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“Doing something small scale, close to home and relevant to a niche audience can be more meaningful than a big campaign that doesn’t actually touch people or make them feel something, but rather just inundate them with logos and meaningless content,” she says. 

Since the marathon, she created a process for district managers to enable activation in small, meaningful ways within their communities. 

“The meaning of community is deep rooted within me and so I plan on keeping that momentum and engagement with operations to continue to bring opportunities for community engagement to the forefront,” she adds. 

Community engagement drives traffic and return visits, Moncada notes, as well as creating loyalty and brand love. 

Circle K continues to lead by example, taking part in numerous events over the last year, including Toronto Metropolitan University Hockey Championships and Thunder Bay Winter Games.