2025 Star Women in Convenience winner: Diana De Oro

Diana De Oro 

Manager, Revenue Analytics                 

Parkland Corporation     

How did you get into this business? 

I ended up in the industry thanks to my 15-plus years of experience in technology, analytics, and digital transformation. I hadn’t initially considered a career in convenience, but after my first interview with Parkland, it quickly became clear that I wanted to be part of the team. Since joining, I’ve had the opportunity to work with people who have many years of experience in the industry and to learn from their knowledge.

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

Since early 2024, my team has played a key role in the success of a data transformation initiative for c-store operations and merchandising. We’ve collaborated with multiple teams across Parkland to enable technology and data, driving improvements in operational efficiency. My team has helped unlock business insights in key areas of the c-store business, including assortment and planogram KPIs, vendor performance metrics, and price and cost analysis.

What do you like most about your job?

I enjoy that my job can be hectic and fast-paced at times. I also love that my team is constantly exposed to different aspects of the business, as well as new technologies and tools. The continuous learning keeps my mind engaged and challenged.

What was the biggest challenge of your career? What did you learn?

Switching industries. I’ve made several transitions—moving through manufacturing, technology, electricity, consulting, oil and gas, and convenience. With each shift, there’s a period of adjustment where I feel out of place, but I quickly adapt, build knowledge, and become productive in the new environment. These experiences have strengthened my ability to approach problems from multiple perspectives and have allowed me to connect with industry experts from diverse backgrounds.

What's the best advice you ever received? 

To not take anything personally: Most of what happens around us has nothing to do with us. A lot of what people say and do is shaped by their own beliefs and circumstances. When something starts to feel personal, I remind myself that I can’t control other people’s actions—I can only focus on doing my best in any situation.

What's your career highlight/biggest achievement?

I take pride in my discipline and grit. Although I can be quite stubborn at times, this determination to persevere—even when things don’t go as planned—has helped me achieve goals I initially found challenging.

What excites you most about the future of this channel? 

The convenience industry is evolving to keep up with changing consumer habits, challenging economic conditions, and technological advancements. With so many changes happening at once, the industry has become an exciting place to be.

What trend or innovation will shape the business in the next three years?

Automation and AI tools will transform the c-store industry, as well as many others, over the next decade. Current economic circumstances are pushing retailers to focus on achieving cost reductions and operational efficiencies. AI and automation will serve as the primary tools to achieve these objectives.

Anything else you would like to add?

I’m honoured to be a Star Woman. Congratulations to all the women who have received this award.