The Retail Council of Canada has announced that Sandra Sanderson, Chief Marketing Officer at Empire Company Limited and Sobeys Inc., will receive the Canadian Grand Prix Lifetime Achievement Award, recognizing her decades of leadership and contributions to the retail industry in Canada.
The award will be presented on June 3, 2026, at the Canadian Grand Prix Awards Gala in Toronto, held as part of RCCSTORE26, the organization’s flagship annual conference.
Sandra Sanderson brings a rare breadth of experience across both consumer packaged goods and retail, having held senior marketing roles at global and national organizations including Procter & Gamble, Kraft, and Coca-Cola before transitioning into retail.
Her subsequent leadership roles included positions at Canada Post, Danier Leather, Shoppers Drug Mart, Walmart Canada, and White House Black Market. This cross-sector experience has given Sanderson what industry observers often describe as a “360-degree” view of the Canadian consumer.
That perspective has become particularly valuable in an era where retailers must balance physical store strategy, digital engagement, and evolving customer expectations.
Driving Transformation at Empire and Sobeys
At Empire, Sanderson has played a central role in the company’s multi-phase transformation over the past seven years. As Chief Marketing Officer, she has led efforts to modernize marketing capabilities and better align the business with changing consumer behaviours.
A key initiative under her leadership has been the launch and growth of Scene+, a loyalty program that now counts more than 15 million members across Canada. The program reflects a broader industry shift toward data-driven customer engagement and ecosystem-based loyalty strategies.
Sanderson also led the development of a Marketing Technology & Digital Center of Excellence, positioning Empire to better integrate data, personalization, and digital marketing capabilities across its portfolio of banners, which include Sobeys, Safeway, IGA, Thrifty Foods, Foodland, FreshCo, and Lawton’s.
In addition, she has overseen Empire’s entry into the retail media space through the launch of Empire Media+, an area that continues to see rapid growth globally as retailers monetize their first-party data and digital platforms.
Purpose-Driven Leadership and Community Impact
Beyond commercial strategy, Sanderson has emphasized the role of retail organizations in supporting communities. Under her leadership, Empire developed a new community investment strategy, including initiatives focused on child and youth mental health.
She also led the company’s involvement as the Official Grocer of Team Canada, including the “Feed the Dream” Olympic and Paralympic campaigns, which positioned the retailer as a national partner supporting athletes and communities alike.
This combination of commercial leadership and community engagement reflects a broader trend within Canadian retail, where purpose-driven strategies are increasingly integrated into brand positioning.
Industry Recognition and Influence
Sanderson’s recognition by RCC adds to a long list of industry honours. She received the Canadian Marketing Association Lifetime Achievement Award in 2025 and was inducted into the American Marketing Association Hall of Legends in 2023.
She has also been named Marketer of the Year multiple times and continues to contribute to the industry through board roles, mentorship, and academic engagement, including serving as a guest lecturer at Ivey Business School.
Her influence extends beyond her executive role, particularly in shaping the next generation of marketing leaders in Canada.
Recognition Among Industry Leaders
The RCC Lifetime Achievement Award places Sanderson among a group of notable Canadian retail leaders, including past recipients such as Margaret Hudson of Burnbrae Farms, Dino Bianco of Kruger Products, Carmen Fortino of METRO Inc., and Gary Wade of Unilever Canada.
The award recognizes individuals who have demonstrated long-term service, innovation, and leadership within the retail and grocery sectors, reflecting the industry’s emphasis on both performance and community impact.
As the retail landscape continues to evolve, Sanderson’s career highlights the increasing importance of integrated marketing, data-driven strategy, and purpose-led leadership in shaping the future of Canadian retail.
