2025 Future Leaders in Convenience + Car Wash Awards winner: JEFF GASS

Responsible for Petro-Points strategy, planning and overall management, Gass is a key team player, says head of loyalty Amanda Mitchell.

“Jeff has successfully helped Petro-Canada navigate and compete in the Loyalty space in a fast-paced and rapidly changing industry,” she explains, adding that he’s a leader with expanding capabilities and skills that demonstrates commitment, integrity, passion and determination.

Gass loves the loyalty space because it blends innovation, creativity, customer-centricity and data-driven decision making.

“We’re actively evolving our tech stack to deliver game-changing new capabilities that will improve personalization and messaging in moments that matter—a transformation I’m particularly passionate about,” he says.

“I get the privilege of rewarding Canadians for everyday purchases—as their wallets are increasingly feeling the pinch.”

Gass is particularly proud to have helped launch Petro-Canada’s new partnership with Canadian Tire/Triangle Rewards, a challenging project involving collaboration among many stakeholders across their organizations. Within six months of the launch, his team achieved its year one target of over 300,000 linked members.

Working for an organization that shares his values has been paramount to Gass’ success.

“Organizations must demonstrate how they’re contributing to a better tomorrow. I believe those that are purpose-led will attract talent and win the hearts and minds of customers, which is why I’m proud of my organization’s support of family caregivers through the Petro-Canada CareMakers foundation,” he says.