2025 Star Women in Convenience winner: Sarah Wilcox

Sarah Wilcox  

Category Manager - Alcohol, Central Canada          

Circle K | Alimentation Couche-Tard            

How did you get into this business?

Convenience retail is a relatively new industry for me. I spent many years working as a chef in the restaurant industry before transitioning into the luxury grocery sector. As I looked for new opportunities, I was drawn to the fond memories of visiting Mac’s Milk with my grandfather for a special treat. Inspired by those early experiences, I wanted to expand my retail career into the convenience channel and help create meaningful, memorable experiences for customers.

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

Launching a new category within the convenience channel has been a significant achievement. I am incredibly proud of both the success we have achieved and the dedication of our team. The fast pace of the launch, combined with many operational hurdles and the need to navigate new processes, made the experience even more complex—but overcoming those challenges made the accomplishment all the more rewarding.

What do you like most about your job?

The culture at Circle K is both welcoming and empowering, encouraging individuals to bring their authentic selves to work each day. I find the dynamic and fast-paced environment incredibly motivating. For those ready to embrace the challenge, Circle K offers the opportunity to build a meaningful and impactful career.

What was the biggest challenge of your career?

With just five days to decide, I chose to move to France for six months to work in the kitchen of a 5-star hotel. I knew it would be a challenge, but it felt like it was an opportunity I couldn’t turn down. It ended up being the hardest thing I have ever done —it tested my patience, my language skills, my strength, and my ability to adapt to a new culture. There were tough days, but looking back, it was one of the best decisions I’ve made for both my career and myself. It gave me the confidence to trust myself, push through hard situations, and believe that I can take whatever comes my way.

What’s the best advice you ever received?

The best advice I’ve been given is to embrace failure as part of the journey. Every setback has taught me something valuable, and many of my biggest successes have come directly from lessons I learned along the way.

What’s your career highlight/biggest achievement?

Launching beer and wine in the convenience channel has been the most significant achievement of my career so far. It was a major undertaking that required collaboration, agility, and relentless focus. While it was very much a team effort, I am proud of the leadership, resilience, and problem-solving I brought to the table to help drive our success. Seeing our team come together, overcome challenges, and execute at such a high level is something I’m extremely proud of and will always look back on as a defining moment in my career.

What excites you most about the future of this channel?

What excites me most is how much opportunity there is to keep improving the everyday experience for our customers. Convenience plays such a natural role in people’s daily

routines, and I’m excited to keep finding new ways to make those moments even better—whether it’s through new products, better service, or small surprises that make someone’s day. I love the idea of keeping that sense of nostalgia alive, while also bringing something fresh that connects with customers of all ages.

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?

Although I’m not directly involved in the fuel side of the business, EV charging is definitely top of mind. As electric vehicles become more mainstream, the way customers interact with convenience locations will evolve. I believe the shift to EV will reshape what convenience looks like—from how long customers spend on-site to the types of services and products they expect during their visit.

 For our sites without fuel, continuing to lean into emerging trends and offering unique, differentiated products will be key to driving success. Over the past few years, we have seen a shift from traditional large vendor products toward niche, influencer-driven, and celebrity-led brands capturing more customer attention. I’m excited to see how the landscape continues to evolve and where new opportunities will emerge.