2025 Star Women in Convenience winner: Cynthia Hishon

Cynthia Hishon             

Marketing Manager, Advertising & Promotions 

Gas+, Essence+ | Canadian Tire Corporation   

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

The launch of our loyalty partnership with Petro-Canada at Gas+ locations nationwide. Customers can now earn both Triangle Rewards and Petro-Points at over 1800 combined locations. I worked closely with the Triangle Rewards marketing team to communicate the value of our new rewards partnership to retailers and customers.

What do you like most about your job? 

How entrepreneurial it is and that my team has creative openness when we strategize, plan, test and learn. It gives us space to continuously improve and grow together.

What's the best advice you ever received? 

These two pieces of advice have always served me well: 

When it comes to stressful or challenging emails, your first response isn’t always your best response. If you can, sleep on it.

Rest is best: Getting enough sleep is key to doing your best. 

What's your career highlight/biggest achievement? 

I have had the good fortune to lead many high performing teams in my career, all of whom have done remarkable things. Some of the highlights while working in Canadian Tire Petroleum include a fuel savings program for members of the Canadian Armed Forces and growing our car wash business by 30% through relevant promotions and adapting new technology.

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? 

Loyalty Rewards Programs and Partnerships.  They are crucial for businesses because they enhance customer relationships, drive retention, incentivize repeat business and create brand advocates. Generating value for consumers is more important than ever.