The Canadian retail industry has recognized one of its most influential marketing leaders. The Retail Council of Canada has awarded Sandra Sanderson, Chief Marketing Officer of Empire Company Limited and Sobeys Inc., with the prestigious Canadian Grand Prix Lifetime Achievement Award, honouring a career that has helped reshape modern retail marketing in Canada.
For retailers, Sanderson’s recognition reflects more than personal achievement. It signals the growing importance of integrated marketing, customer loyalty ecosystems, digital transformation, and purpose-driven retail strategy in today’s competitive marketplace.
Throughout a career spanning consumer packaged goods and retail, Sanderson developed a reputation for understanding the evolving Canadian shopper. Her experience at global brands including Procter & Gamble, Kraft Heinz, and The Coca-Cola Company laid the foundation for a retail leadership journey that later expanded through roles at Canada Post, Shoppers Drug Mart, Walmart Canada and other major retail organizations.
Today, Sanderson oversees marketing across one of the country’s largest grocery retail portfolios, including Sobeys, Safeway Canada, IGA Canada, Thrifty Foods, Foodland, FreshCo and L
One of Sanderson’s most significant contributions was the modernization of Empire’s marketing infrastructure through the creation of a Marketing Technology & Digital Center of Excellence. This initiative helped strengthen customer personalization, data-driven engagement, and omnichannel retail capabilities — all critical areas for retailers navigating today’s rapidly evolving marketplace.
Her role in transforming the Scene+ loyalty platform further demonstrated the increasing value of ecosystem-based loyalty programs in Canadian retail. With more than 15 million members, Scene+ has become one of the country’s most influential consumer engagement platforms, showing how retailers can leverage rewards ecosystems to drive retention, frequency, and customer lifetime value.
Sanderson also helped position Empire within the expanding retail media landscape through the launch of Empire Media+, reflecting a broader industry trend where retailers are increasingly monetizing first-party shopper data and digital advertising channels.
Beyond commercial performance, Sanderson has consistently emphasized purpose-driven retail leadership. Under her stewardship, Empire launched the Family of Support: Child & Youth Mental Health initiative, strengthening the connection between retail brands and community impact. She also oversaw the company’s “Feed The Dream” Olympic and Paralympic campaigns as Official Grocer of Team Canada, further aligning brand storytelling with national identity and emotional consumer connection.
Her influence extends well beyond corporate leadership. Sanderson currently serves as a board director for Special Olympics Canada and Scene+, while continuing to mentor future industry leaders through academic and professional marketing programs.
For independent retailers and large chains alike, Sanderson’s career illustrates how modern retail success increasingly depends on the intersection of technology, customer experience, loyalty, community engagement, and authentic brand purpose.
As Canadian retail continues to evolve, the leadership principles behind Sandra Sanderson’s success are becoming essential playbooks for the next generation of retail executives.
Sources:
Retail Council of Canada announcement materials; Empire Company Limited corporate information; Sobeys Inc. corporate information.
