2024 Star Women in Convenience winner: Amélie Tremblay

Marketing director

Harnois Énergies

How did you get into this business? 

After more than 15 years of marketing positions in related fields, I had the opportunity to work for Harnois Énergies. I knew the company well because I grew up in this region, and I had heard only good things about it, so I took my chance. 

What are you most proud of from the last 12-18 months? 

This year, our rewards program Proxi Extra was voted the number one program in Canada in the Loyau-T (Léger) survey. A lot of hard work has gone into branding, technological and digital enhancements, and promotions so we stand out from the crowd.

What do you like most about your job?

The people I collaborate with every day and the projects, which are always different. One company value is to work in a spirit of collaboration and enjoyment, and I can confirm this value is well upheld. The projects are numerous, but we always work in a cooperative and solution-oriented way.

What was the biggest challenge of your career?

To establish marketing’s role within the organization, creating a reference for all matters concerning the brand, its notoriety, and marketing actions. 

What's the best advice you ever received? 

To trust myself. That each person I work with has their own way of doing things and view of situations, and my approach is just as valid as theirs.

Career highlight/biggest achievement?

I am particularly proud of the work we have done to increase brand awareness, including our Proxi convenience stores and Harnois service stations. The results speak for themselves. The team and I are working hard to increase brand recognition among the public and we’ve seen the results of our efforts over the last years. 

What excites you most about the future of this channel? 

This field is under a lot of external pressures that require our continuous evolution; one example is the end of gasoline car sales by 2035. This forces us to consider multiple opportunities that could allow our brand to stand out, which is also thought-provoking. In marketing, the digitization and personalization of media and promotional tools open a world of opportunity that I am particularly excited about.

How do you define yourself as a leader?

I practice compassionate leadership by making sure I’m always available for my team and my colleagues. I encourage communication, transparent exchanges, and teamwork. My organizational skills give me an overview of all the projects my team is working on and ensure there is always space for ideas and innovations as they arise.