COVER STORY
RISING STARS In November 2020, EG America, parent company of Cumberland Farms, recognized Seifert’s talent, work ethic and ability to accomplish initiatives and brought her onboard as a category manager. • According to her nominator Jennie Jones, senior vice president of convenience stores for S&D, Seifert’s ability to “reenter the workplace and raise three amazing young women all on her own truly makes her a rising star.”
SARA SHANKMAN Senior Customer Marketing Manager – Speedway & QuikTrip The Coca-Cola Co. • Shankman partnered with Speedway to develop a custom, evergreen digital game that lives within the retailer’s mobile app. After only four months of activation, the game delivered 1.6 million registrations, 867,000 game plays, and a 54 percent conversion from registration to in-store purchase. • As a trusted partner to QuikTrip Corp. (QT), Shankman secured a lead role in helping the Tulsa, Okla.-based operator with its food program. She built an eight-month-long marketing program, grounded in the QT shopper, to drive customers to its stores. • Shankman has been the recipient of multiple accolades, including the Best of the Best Award, Best of the Best Shopper Marketing – Hydration Category, Supplier of the Year Award, and Best Ice-Cold Single Service Experience.
MICHELLE SIGNORELLI OTP Category Manager RaceTrac Petroleum Inc. • Signorelli successfully launched product extensions in every category last year, and made critical space allocation changes to prepare for long-term sustainable growth. Most notably, she established a consolidated nicotine pouch subcategory, which quickly exceeded sales targets and is in the top quartile of all c-stores in RaceTrac’s respective markets. • Passionate about building plans with store teams in mind, Signorelli can be found testing different options in stores and getting feedback from operations ahead of any change. Her cross-functional 76 Convenience Store News C S N E W S . c o m
approach, strong planning and analytical skills are key traits that make her an excellent category manager, her nominator noted. • Outside of the office, she is heavily involved in volunteer work with Habitat for Humanity, and is a civic fellow with Hands On Atlanta.
KATE SPLAWN Account Executive Reynolds American Inc. • Splawn is known for her collaboration among RAI’s internal teams and brands to assist in building effective plans and programs. For instance, she spearheaded packaging initiatives and built the Revel to Velo lozenges migration and go-to-market strategies. • She also worked cross-functionally between field trade marketing, the Vuse brand and multiple departments internally to support Vuse strategy and initiatives for commercial impact. • According to her nominator, RAI Senior Director of External Relations Matt Domingo, Splawn always works with a customer-centric mindset to build mutually beneficial plans that deliver commercial business results, and has a willingness to step up to mentor, coach and lead others in their personal and professional development.
MELISSA VONDER HAAR Marketing Director iSee Store Innovations • Vonder Haar is an avid advocate and educator, especially in the categories of vape, CBD and cannabis. She appeared as an industry expert at NACS’ 2019 Cannabis Pop-Up and presented at the first NACS Show cannabis forum. • She spearheaded iSee’s shift to virtual formats last year, helping the company’s booth go on to become one of the most visited at the 2020 NACS Show. As a three-star NACSPAC member, she actively participates in advocacy events and supports the NACS Foundation by volunteering her time and services. • As a journalist, Vonder Haar has covered many of the industry’s most pressing issues, including CBD as a wellness solution; how the COVID-19 pandemic
