2025 Star Women in Convenience winner: Hélène Picard

Hélène Picard                 

Director, Operations Proxi Network West    

Harnois Énergies          

How did you get into this business? 

I started as a cashier when I was a teenager in school. This experience enabled me to develop a real interest in customer service and the retail business. Over the years, I’ve evolved through various roles, from assistant manager to manager, then operations supervisor, territory supervisor, head of operations and today director of operations for the Proxi network. My journey involved constant progression motivated by my passion for the sector and my desire to always take on new challenges.

What do you like most about your job?

I appreciate the diversity and constant dynamic nature of operations. It’s never routine; each day brings new challenges. I often compare operations to a generalist’s profession because you need different skills to work in retail—from human resource management to process optimization, all while working through customer service and performance analysis. Working in a constantly evolving environment is stimulating and pushes me to go further.

What was the biggest challenge or your career?

Progressing internally within the organization. Climbing the corporate ladder has many advantages, but it can also affect your credibility as you move from being a colleague to immediate supervisor. It was essential for me to establish leadership based on respect, communication and leading by example.

Another challenge was the pandemic. This crisis shook the entire industry, obliging us to become agile and resourceful to adapt our operations while maintaining top customer service. These experiences greatly reinforced my skills in change management and strategic decision-making.

What's the best advice you ever received? 

To stay authentic and keep your integrity, no matter what level you attain. Never forget where you came from and always value the work of those working in the field. The people who work each day in our stores in direct contact with our customers are the heart of our success. Their devotion deserves recognition and respect. This principle guides how I manage and inspire my teams.

What's your career highlight/biggest achievement? 

Having climbed each rung of the corporate ladder while building a competent, passionate team around me. Each step of my journey was marked by key learnings and a constant drive to better myself, all while validating teamwork. This combination of personal advancement and collaboration with top professionals is what’s allowed me to attain leadership positions and contribute to the growth of the organization.

What excites you most about the future of this channel?

The major transformation we’re facing. With the anticipated decrease in demand for gas, we need to rethink our business model. This offers a unique chance to showcase our innovation and resourcefulness in diversifying our product and service offerings. At Proxi, this evolution is an opportunity for growth and strategic repositioning so we can continue to meet the changing needs of our customers and ensure the sustainability of our network.

How do you define yourself as a leader?

I’m a leader who listens, is accessible and positive. I place great importance on open communication and respecting everyone’s ideas, because I firmly believe that collective intelligence is a great strength. Being available allows me to support my teams during key moments while creating a culture of confidence. My positive attitude—even in the face of challenges—helps maintain a mobilizing solutions-oriented dynamic.