2025 Star Women in Convenience winner: Sara MacIntyre

Sara MacIntyre               

Vice-President, Western Canada      

Convenience Industry Council of Canada 

How did you get into this business?

I haven't been in the convenience sector for long, but I have been in the public/government and media relations business for the past fifteen years. I can say that one of my very first jobs was at a Becker's in Courtright, Ontario (population 660). It had a gas station, the only one in 'town.' It was there where I learned how vital the local convenience store was for families, hockey parents and shift workers. And I knew most everyone by name. It was just in 2023 that I began with the CICC. And, it has certainly been a steep learning curve, and I try to understand the business, the people, the product and the coming trends. Thankfully, my colleagues have been patient with me.

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

I have to say that this year's contraband tobacco commitments made in the Alberta Budget were very gratifying. It is a long-standing issue, complicated, expensive and difficult to get momentum for action and to see the government basically adopt 90% of our recommendations made for a very good CICC day.

What do you like most about your job?

I like that at first blush, our channel looks pretty straightforward, but the issues, priorities and multiple jurisdictions make solutions challenging but not impossible.

What was the biggest challenge of your career?

Recognizing that you can't get everything done for everyone. That priorities change and to be effective we need to be nimble.

What's the best advice you ever received?

Play the long game.

What's your career highlight/biggest achievement?

In addition to the Alberta Budget commitments on contraband, I think as an industry association our work with Ernst & Young on quantifying the size of the contraband tobacco industry in Canada has been seminal. No one else has done anything close to it and we have worked hard to get the data, research and numbers out in and into the hands of decision makers, law enforcement and media.

What excites you most about the future of this channel?

It's always changing. Change and unpredictability requires creative thinking, collaboration and adaptability and I love a challenge.

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?

Artificial intelligence is changing everything about how we live, work, shop, entertain and learn. It's scary but exciting at the same time. Anticipating consumer needs and wants in real time will be a huge asset to those that move early to adopt such platforms.

How do you define yourself as a leader?

I'm a team player. Listen, observe, adapt and always, always, do not make an enemy of the good for perfect. Change requires action.