Bottom row, from left to right: Mariette Kristenson, Sandra Schütte
The European Female Leaders in Convenience Awards celebrate five extraordinary women who embody leadership and achievement, and serve as powerful role models
Hamburg, Germany, and Frankfurt, Germany, June 24, 2025 (MobilityPlaza) – The Retail Marketeers, proudly supported by PDI Technologies, are pleased to announce the inaugural winners of the 2025 European Female Leaders in Convenience Awards. The awards recognize exceptional women who drive innovation, growth, and significant impact within the European convenience retail and mobility sectors. The five outstanding leaders honored this year are:
- Ciara Foxton, Managing Director of Circle K Ireland, celebrated for her dynamic leadership in delivering sustained success in the Irish market and driving innovation across Circle K’s network, including EV charging and sustainable fuels, and her focus on delivering for customers, empowering colleagues, and supporting communities across Ireland.
- Fiona Matthews, Group Chief Commercial Officer at Applegreen, acknowledged for her strategic commercial acumen and significant contributions to Applegreen’s growth and success.
- Jennifer Schmidt-Brekenfeld, Managing Director of Autobahn Tank & Rast GmbH in Germany, recognized for her long-standing leadership and her strategic adaptation of the company’s offerings to meet evolving customer needs on German highways.
- Mariette Kristenson, CEO of Reitan Convenience A/S, recognized for her extensive leadership within the Reitan Group and her strategic vision in navigating the diverse convenience markets across the Nordics and Baltics.
- Sandra Schütte, Head of Business Unit Mobility at Westfalen AG in Germany, commended for her forward-thinking approach in shaping the future of mobility retail, including the innovative Alvore Shop concept.
In a rapidly evolving industry, these leaders exemplify strategic vision, deep market understanding, and commitment to innovation as they shape the future of how consumers shop, fuel, and commute across Europe.
“From the forecourts of Ireland to the boardrooms in Germany and Scandinavia, these five women are steering major companies through the energy transition, evolving consumer demands, and technological advancements. We are honored to recognize them and the outstanding contributions they make in shaping the future of global convenience and fuel,” said Dawn Desai, EVP & GM, Enterprise Solutions, at PDI Technologies.
“The landscape of Europe’s convenience retail and mobility sectors is increasingly being shaped by the vision and leadership of the award recipients. Their achievements serve as an inspiration and underscore the significant contributions women are making in these dynamic industries. We look forward to working with them and others to determine future awardees,” said Christian Warning, owner and Managing Director of the Retail Marketeers.
The Retail Marketeers and PDI Technologies will celebrate these inspiring leaders and their invaluable contributions to the European convenience retail and mobility sectors together with the leaders of the European Convenience Retail and Mobility Industry on December 3, 2025. The ceremony will be part of The Retail Marketeers Convenience Leaders Convention in Hamburg, Germany, the annual industry gathering for international leaders in the fuel retail sector.
About The Retail Marketeers Convenience Leaders Convention
The Retail Marketeers Convenience Leaders Convention is the annual highlight for decision-makers in global convenience retail. On December 2 and 3, 2025, this unique English-speaking industry event in the heart of Hamburg will bring together the leading minds from across the entire value chain for the ninth time. This two-day summit of the petrol station industry will also feature the NACS Convenience Leaders Exchange for the D-A-CH region. NACS President and CEO Henry O. Armour and Christian Warning, NACS Relationship Partner D-A-CH and owner of The Retail Marketeers, will welcome executives from local, national, and multinational convenience retailers in the D-A-CH region.
https://theretailmarketeers.events/
About PDI Technologies
With 40 years of industry leadership, PDI Technologies, Inc. resides at the intersection of productivity and sales growth, delivering powerful solutions that serve as the backbone of the convenience retail and petroleum wholesale ecosystem. “Connecting Convenience” is our brand promise across the globe, as we empower businesses to increase productivity, make informed decisions, and engage faster with their customers. From large-scale ERP and logistics operations to loyalty programs and cybersecurity, we’re simplifying the industry supply chain for whatever comes next. Today, we serve over 200,000 locations in more than 60 countries and have regional offices in the Americas, EMEA, and APAC.
https://pditechnologies.com/
Contacts:
Christian Warning on behalf of The Retail Marketeers GmbH
christian.warning@theretailmarketeers.com
+49 160 974 42 730
Dimitra Farou | Sr. Manager, Regional Marketing, International
on behalf of PDI Technologies
+49 69 8237 9613
dfarou@pditechnologies.com