2025 Star Women in Convenience winner: Amanda Aylen Heins

Amanda Aylen Heins

Marketing Manager    

Canco Petroleum Inc.            

How did you get into this business?

While running my personal training company and supporting my fiancé’s business, I recognized the importance of effective marketing to drive growth. Alongside my communications degree in college, I pursued marketing courses and secured an internship with a marketing firm, which led to a part-time role. Leveraging this experience, I launched my own marketing and events company, which grew significantly and ultimately earned me a major position with Canco.

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

Canco Days are a cornerstone of our brand, transforming our sites into hubs of celebration that unite our teams and radiate joy to our customers. Organizing these events is a labour of love, fostering camaraderie and creating memorable experiences that resonate with the communities we serve. Complementing this festive spirit is our signature Canco Summer Road Trip, a unique journey that invites customers to explore Canada’s scenic routes with Canco as their trusted stop for fuel, snacks, and friendly service. While competitors have tried to replicate this innovative blend of celebration and adventure, Canco’s authentic connection to local neighbourhoods and our commitment to exceptional experiences set us apart. Canco Days and the Summer Road Trip embody our mission to be Canada’s beloved, neighbourhood fuel and convenience destination, making every moment on the road unforgettable.

What do you like most about your job?

Love how no day is ever the same. I love the ability to be creative, innovative and imaginative. I always feel challenged but always in the best way.

What was the biggest challenge of your career?

At Canco, our advertising strategies evolve with the dynamic pulse of today’s world, seamlessly blending traditional and digital platforms to connect with our communities. From radio spots and podcast sponsorships to vibrant campaigns on Facebook, TikTok, and beyond, we engage customers where they are. Our creative approach spans classic print flyers to cutting-edge digital displays, with storytelling that ranges from striking static visuals to short, trend-driven videos set to catchy beats. As the marketing landscape transforms at an unprecedented pace, Canco remains agile, leveraging diverse channels and innovative formats to solidify our place as Canada’s friendly, neighborhood fuel and convenience destination.

What's the best advice you ever received?

I have two: Just because it hasn't been thought of yet, doesn't mean you can't make it happen. Your team comes first, the rest follows.

What's your career highlight/biggest achievement?

I would have to say the development of our team over the past two years. I would not be where I am if it weren’t for Rob Laing, my former supervisor, and Juan Martinez, our senior graphic designer, alongside the invaluable contributions of Kyle Laird and Gabriella Friere. Their creativity, strategic insight, and relentless commitment have been the driving force behind countless initiatives, from elevating our brand presence to launching innovative campaigns that resonate with communities across Canada. Without everyone's abilities at one table, Canco would not have achieved half of the milestones that define our growth as the friendly, neighborhood fuel and convenience destination.

What excites you most about the future of this channel?

At Canco, we are eager to explore cutting-edge advertising technologies transforming the industry in countries like Japan and Europe, where innovations such as dynamic digital campaigns and interest-based targeting are redefining consumer engagement. Canada’s advertising landscape holds untapped potential, and we are committed to pioneering these advancements to enhance the customer experience at our fuel and convenience stops. Equally, we are thrilled about deepening our community impact. In the near future, Canco will expand its support for local sports teams, champion charitable initiatives, and solidify our reputation as the friendly, neighborhood fuel and convenience destination—dedicated to fostering stronger, more connected communities.

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

At Canco, we are dedicated to delivering high-quality, fresh food at prices that welcome everyone. Our signature fried chicken has sparked enthusiastic discussions among fans online, a testament to its exceptional flavor and appeal. Our robust food program consistently evolves, with exciting new offerings set to debut in-store soon. Stay tuned for innovative dishes that continue to elevate your dining experience.

As the demand for sustainable energy and transportation solutions grows, Canco remains at the forefront of innovation. Our team continuously evaluates energy trends, ensuring we deliver cutting-edge solutions for everything from smartphones to electric vehicles, powering the future of mobility and connectivity.