Five European female leaders celebrated for industry impact
The European Female Leaders in Convenience Awards celebrate five extraordinary women who embody leadership and achievement.
The Retail Marketeers and PDI Technologies have named Ciara Foxton, Fiona Matthews, Jennifer Schmidt-Brekenfeld, Mariette Kristenson, and Sandra Schütte as the recipients of the 2025 European Female Leaders in Convenience Awards, recognizing their contributions to innovation, growth, and strategic advancement within the sector.
“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.
From Ireland, Ciara Foxton has earned widespread respect for steering Circle K Ireland to sustained success, championing new initiatives around EV charging and sustainable fuels that keep the brand at the forefront of the industry’s transformation. Also from the Emerald Isle, Fiona Matthews has brought her sharp commercial insight to Applegreen, playing a pivotal role in expanding the company’s reach and performance through strategic growth initiatives that strengthen its market position.
In Germany, Jennifer Schmidt-Brekenfeld stands out for her long-standing stewardship of Autobahn Tank & Rast GmbH. The award organizers recognize her ability to adapt the company’s extensive service network along German highways to match the ever-evolving expectations of motorists. Sandra Schütte has been instrumental in shaping the mobility retail landscape in Germany through her work at Westfalen AG. Her focus on future-ready concepts, including the innovative Alvore Shop, reflects a dedication to redefining the service station experience.
Overseeing a vast regional footprint spanning the Nordics and Baltics, Mariette Kristenson’s leadership as CEO of Reitan Convenience A/S is marked by a clear strategic vision and an unwavering commitment to navigate diverse markets with agility and foresight.
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, according to the organizers.
“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,” added Christian Warning, owner and Managing Director of the Retail Marketeers.
The winners will be honored on December 3, 2025, during The Retail Marketeers Convenience Leaders Convention in Hamburg, Germany — an annual gathering that brings together international leaders from across the fuel retail sector.