2026 Star Women in Convenience winner: Amanda Simpson
Amanda Simpson
Convenience retail brand manager
BG Fuels
What are you most proud of during the last 12–18 months?
Leading several national marketing campaigns and strategic vendor partnerships that elevated Waypoint’s brand presence across Canada. One of the most rewarding parts has been finding new ways to create engaging customer experiences while delivering on business results.
What do you like most about your job?
The variety. No two days are the same. I love combining creativity with strategy and collaborating with different teams and partners to bring ideas to life.
What’s the best career advice you’ve received?
Stay adaptable and never stop learning. The convenience industry evolves quickly and being open to change has helped me grow both personally and professionally.
What excites you most about the future?
How much opportunity there is to continue evolving the customer experience. Consumers want discovery, engagement and brands that feel relevant to their everyday lives. I think this industry is uniquely positioned to deliver that.
Nomination highlights
Amanda Simpson consistently demonstrates passion, innovation and meaningful impact within the convenience retail sector. Through strategic marketing initiatives, strong consumer insight and creative execution, she has helped drive growth while elevating both the Waypoint brand and the customer experience. Her collaborative leadership style and ability to inspire colleagues have made her a trusted and influential contributor across the organization. Among her most notable achievements, she spearheaded BG Fuels’ convenience retailer-exclusive partnerships with the Junos, MusiCounts and most recently with TD Coliseum in Hamilton, Ont. These initiatives delivered unique music experiences and promotions that increased customer engagement and drove traffic across BG Fuels locations. She also led the Waypoint Cares program in partnership with MusiCounts, helping support music education accessibility in communities across Canada. In recognition of her leadership and impact, she was a 2023 Future Leaders in Convenience + Car Wash Award winner. In her role, she leads marketing strategy and execution for Waypoint convenience retail, overseeing growth initiatives, product launches and brand visibility. Simpson works cross-functionally to deliver impactful campaigns, identify market opportunities and ensure programs achieve measurable business results.
Click here for a full list of the 2026 Star Women in Convenience winners
Be there when the industry comes together in-person to celebrate at the Star Women in Convenience Awards Event.