2026 Future Leader in Convenience + Car Wash winner: VERONICA MORALES

In 2025, as Parkland (now Sunoco) revitalized and rebranded its Journie Program, Veronica Morales oversaw the rollout of the enhanced loyalty program, ensuring that marketing collateral and activations were effectively developed and deployed across all retail.

“I’ve had countless career highlights, like supporting the launch of a new loyalty partnership where we hit 60% of our yearly targets in just one month, executing multiple high-impact campaigns and playing a key role in our loyalty program rebrand. Witnessing our strategy and efforts spark stronger customer connections and measurable growth has been incredibly rewarding,” she says.

“This industry is never idle, much like the customers we serve. It’s constantly pushing us to innovate, adapt and think creatively. There’s a real sense of pride in knowing our work fuels both communities and everyday journeys.”

Sustainability, community building and DE&I aren’t just checkboxes to Morales; they’re essential.

“Working for a company that truly lives out those values has given me a strong sense of purpose, belonging, and the confidence to grow while contributing meaningfully,” she says. “Supporting with budget management of an eight-figure budget was a true challenge for me, as finance is outside my comfort zone. Learning to balance creativity with financial discipline taught me how strategy and structure can co-exist.”