2025 Star Women in Convenience winner: Isabelle Asselin-Martineau

Isabelle Asselin-Martineau      

Key Account Coordinator       

Sobeys Wholesale      

How did you get into this business?

I got my start in the convenience industry while I was still in high school, working in my hometown in Quebec. That early experience sparked my interest in retail and customer service. After that, I transitioned into inside sales roles across various industries, which helped me build strong communication and relationship management skills. I joined Sobeys five years ago. I moved into our key accounts team, where I’ve been able to bring all that experience together to support major clients and drive results.

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

Over the last 12 to 18 months, one of my proudest accomplishments has been successfully transitioning from an inside sales representative role to a key account coordinator position. It was a significant step in my career that allowed me to take on more strategic responsibilities and work more closely with our major clients. Additionally, I’m incredibly honored to have been recognized as one of the 2025 Star Women in Convenience—an acknowledgment that means a lot to me both personally and professionally!

What do you like most about your job?

What I enjoy most about my job is that there’s truly never a dull moment. I’m constantly receiving different types of requests, collaborating with multiple departments at Sobeys, and connecting with vendors from all over the country. I really enjoy the relationship-building aspect—whether it’s bonding over a shared favourite bag of chips (salty snack fan here!) or working together to solve a challenge. The variety keeps me engaged, and the fast-paced environment pushes me to stay sharp, which I appreciate because I tend to get bored if things become too routine.

What was the biggest challenge of your career?

The biggest challenge of my career was again when I transitioned into a new role as a key account coordinator. Starting over and becoming the 'new girl' again meant I had to quickly adapt, learn new skills, and build relationships from scratch. It wasn’t always easy—there were mistakes along the way, and at times, it felt like I was starting from square one. However, those challenges ultimately became valuable learning opportunities!

What's the best advice you ever received?

I’ve been fortunate to work with many incredible leaders throughout my career, each of whom has taught me valuable lessons. It’s tough to choose just one piece of advice, but if I had to, I’d say the importance of staying adaptable and being open to new perspectives has been key. Different situations require different approaches, and I’ve learned that being flexible and willing to pivot when needed is crucial for long-term success. Another piece of advice that has stuck with me is that growth often happens outside of your comfort zone, which has encouraged me to embrace challenges and push myself further.

What's your career highlight/biggest achievement?

My career highlight so far has been the transition from inside sales to key account coordinator at Sobeys. It was a significant milestone in my career that pushed me to step up in ways I hadn’t expected. I’ve been able to work on strategic initiatives and collaborate with a range of departments and vendors across the country. It's not just the role itself, but the growth I've experienced along the way—shifting from a tactical, sales-driven focus to a more comprehensive, relationship-building approach with key clients.

What excites you most about the future of this channel?

What excites me most about the future of this channel is the incredible potential for innovation and growth, especially as consumer preferences continue to evolve. We're seeing a shift towards more personalized, convenient shopping experiences, and I’m really excited about how technology can help us meet those demands. Whether it's through e-commerce advancements, AI-driven insights, or smarter logistics, there are so many ways to enhance both the customer experience and operational efficiency. I’m also excited about the growing importance of sustainability in the industry—there’s a huge opportunity to align our offerings with consumer values while also driving positive environmental impact.