2025 Star Women in Convenience winner: Stephanie Demeo

Stephanie Demeo       

Manager, Brand Design & Marketing                

Centex Petroleum       

How did you get into this business?

When I joined Centex in 2023, it was my first time in the fuel and convenience industry. Before that, I spent about 10 years working in creative and marketing roles across commercial real estate and tech.

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

There’s a lot to be proud of, but one standout is working closely with our IT director to completely redesign both our loyalty app, Centex Cashback, and the company website. Taking on two large-scale projects in a short timeframe was quite the challenge but seeing them both come to life has been incredibly rewarding.

What do you like most about your job?

I love that I get to make a real, lasting impact on the brand. When I came into this role, it was brand new to the company, and managing a department that hadn’t been fully in-house before was a big challenge. But I saw that as an exciting opportunity. I’ve learned a lot in a short time, and even two years in, I’m still helping shape the brand and build trust with our customers.

What was the biggest challenge of your career?

One of the biggest challenges was realizing that if I wanted to grow professionally, I needed to broaden my skillset beyond just design. I’ve always been confident in my creative abilities, but I knew I had to push myself to think more strategically. Working with talented marketers and strategists in past roles helped shape that shift. And, stepping into a new role at Centex where I could put all of that into practice was a leap, but one that’s paid off.

What's the best advice you ever received?

This might not be traditional “advice,” but a coworker of mine from a previous job once shared a quote from Lorne Michaels that stuck with me: “If you’re the smartest person in the room, you’re in the wrong room.” That’s guided me ever since.

What's your career highlight or biggest achievement?

Helping Centex’s brand awareness over the past two years has definitely been a highlight. One major success was launching our digital marketing efforts, from SEM to online display ads, which led to a 97% increase in Centex Cashback participation in 2024 alone. That boost in loyalty program engagement also drove a lot of new foot traffic to our sites, especially from first-time visitors.

What excites you most about the future of this channel?

As Centex expands further into eastern Canada, especially Ontario, I’m excited about the challenge of building strong brand recognition in new markets. It’s a great opportunity to put our strategy to the test on a bigger stage.

What trends or innovations are you keeping an eye on right now?

After attending NACS last year, one thing that really stood out was the potential of pump-side marketing. With new dispenser tech and digital screens, there’s a chance to do so much more than a static sign, like promoting multiple offers, loyalty programs, or even using video to drive interest. I think innovations like that will play a big role in shaping the customer experience over the next few years.