2024 Star Women in Convenience winner: Debbie Alvarez

Field merchandising manager               

Parkland Corporation

How did you get into this business?

My journey into this business commenced in 2015 upon joining Parkland. Starting in customer support, I embarked on a quest to absorb as much knowledge as possible about the various facets of the industry. This drive led me through diverse roles in retail operations, compliance, and communications, where I eagerly absorbed insights and refined my skills. Eventually, I found my niche in merchandising, drawn to the intricate blend of strategy and creativity it demanded. Given my upbringing around retail, this career progression felt like a natural fit, fuelled by my passion for understanding the business from every angle. 

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

Fostering strong partnerships with our retail operators stands out as a significant achievement. Garnering their support for a new program was no small feat, but the resulting collaboration has streamlined implementation processes and elevated standards across the board.

What do you like most about your job?

The aspect of my role that I find most gratifying is the direct engagement with our site operators and customer service reaps. Witnessing their growth and transformation into customer-centric destinations is incredibly fulfilling.

What was the biggest challenge of your career?

Striving for more while searching for my true passion has been a continuous pursuit. My greatest challenge has been navigating the journey towards personal and professional fulfillment. I'm currently in the process of pursuing my Bachelor of Arts in Business Communications, a step that aligns with my aspirations for continuous learning and professional advancement. Thankfully, I've had the invaluable guidance and support of my manager, Nicole Dube, along with mentors like Elliott Collyer and Jenny Lee. Nicole's trust in me, her guidance, and unwavering support have been instrumental in my career journey. Her decision to hire me for my current role has not only provided me with an opportunity to excel but has also reinforced my commitment to growth and development. Their collective support has been crucial in helping me navigate this dual path of academic and career advancement.

What's the best advice you ever received?

'Do what you love, and you'll never work a day in your life.' This guidance fundamentally changed my perspective, and I've since made it a mantra that I follow and live by daily.

Career highlight/biggest achievement?

Having been with Parkland for nine years has been an incredible journey, granting me the opportunity to witness the company's growth through pivotal moments. In terms of my career, one of my biggest achievements was spearheading the implementation of a comprehensive communications channel and internal portal for our operators. This initiative has not only enhanced internal processes but is also being replicated across our network in the USA.

Additionally, I had the privilege of serving as the Change Management lead in a recent acquisition, a role that allowed me to facilitate smooth transitions and ensure operational continuity during a period of significant change. As Parkland's landscape continues to evolve dynamically, I'm excited for more chances to make a real difference, adding even more important moments to my list of achievements.

What excites you most about the future of this channel?

Firstly, I want to express my gratitude for the recognition as one of the 2024 Star Women in Convenience. It's truly an honour. Regarding the future of this channel, what excites me most is the opportunity to continue driving positive change and innovation within the industry. Being part of a community recognized for our contributions underscores the importance of our work. This profile in Convenience Store News Canada signifies a platform to share insights, exchange ideas, and inspire others within the industry. I'm enthusiastic about the potential for collaboration, growth, and continued evolution as we navigate the opportunities and challenges ahead.

What trends or innovations are keeping an eye on right now. Is there anything you think will shape the business in the next 5 years?

As consumer preferences continue to evolve, my primary focus remains on understanding these shifts and anticipating future trends. This includes staying aligned to emerging channels and distribution strategies. This proactive approach to understanding consumer behavior will be instrumental in guiding our strategic decisions and ensuring our business remains adaptable and responsive in the ever-changing market landscape.

How do you define yourself as a leader?

I strive to strike a balance between firmness and fairness. I believe in empowering teams by recognizing individual strengths and fostering an environment conducive to growth and development.