2026 Star Women in Convenience winner: Sarah Costa
Sarah Costa
Director, wholesale operations – Eastern Canada
Suncor Energy
How did you get into this business?
I joined Petro-Canada through a new graduate opportunity while I was in university. What drew me in was the chance to be part of a proudly Canadian brand where strategy and execution were closely connected. Early on, I could see the breadth of opportunity to grow and contribute in meaningful ways. Twenty-five years later, I can honestly say it was one of the best decisions I’ve made. It’s given me the opportunity to build a career focused on leading people, driving change, and helping shape the business in meaningful ways.
What do you like most about your job?
The opportunity to work with people across the business and help create the conditions for success—for our teams, our customers and the business overall. Over the course of my career, I’ve had the chance to work across retail, operations, strategy, marketing, digital and now wholesale. That breadth has given me a strong appreciation for how important alignment, collaboration and execution are. In my current role, I especially value supporting a team that enables our customers to keep their businesses moving. It’s rewarding to play a role in that and to continuously learn from the industries and customers we serve.
Best advice you received?
To lead from my own strengths. Early in my career, I was trying to model leadership and communication styles that didn’t feel authentic to me. I learned that the most effective leadership comes from being genuine, self-aware and grounded in your values. That advice continues to shape how I lead others today.
Nomination highlights
Sarah Costa is a transformational leader whose influence extends across Petro-Canada’s retail and wholesale operations, talent development and community leadership. She exemplifies resilient, people-centered management through a career spanning more than 25 years in the industry. Through calm decision-making, operational discipline and genuine care for her teams, she has successfully guided the business through challenges and opportunities while keeping customer experience and employee support at the forefront. In addition to her retail leadership, she has spent the past three years as wholesale director, where she has driven strategic growth, strengthened wholesale partnerships and successfully managed large-scale operational complexity. Known for identifying and developing future leaders, she has built a strong mentorship culture that continues to shape talent across the organization long after direct reporting relationships end. Her commitment to fundraising and community involvement further reflects a leadership philosophy grounded in accountability, compassion and long-term impact.
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.