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Fiona Hayes joins 7-Eleven as General Manager Channel

19 August 2022


Fiona Hayes has joined the senior leadership team of 7-Eleven as General Manager Channel after serving on the Telstra Executive Team for more than a decade, having held senior roles in operations and retail networks.

She is responsible for growing the business through store operations and new channels to market, which includes franchising, leasing, formats, construction, maintenance, and operational support.

Ms Hayes said, “I am so excited to have joined 7-Eleven at a time when it is changing the face of convenience retailing in Australia by going beyond the traditional food offering, introducing new store formats and providing greater digital choices for customers.”

The company has set an ambition of one billion customers moments a year by 2030.

“To achieve that ambition, we are pushing the boundaries of the traditional convenience offer and range, through the introduction of Johnny’s Deli, last mile delivery options, store formats as well as digital purchase and payments options.

“While innovation is critical, retail is detail and I’m also focussed on ensuring our stores are beautifully presented, our customers receive friendly and fast service, and they have access to our full range of products 24/7.

In terms of the expansions currently underway Ms Hayes says “We are launching into new markets, particularly in regional Australia where we believe communities deserve to have the same level of choice and convenience as people in metropolitan areas.

7-Eleven will open seventy new stores across the country over the next two years.

Ms Hayes says that changing the face of convenience means that “there is plenty of interesting work to get involved in and lots of opportunities for personal growth and development. That is true for not only myself, but our entire team.

“Having great teams in store, who are really capable, and able to nimbly respond to action customer feedback and insight is critical.”

“Having franchisee partners in our business also brings incredible expertise, energy, and passion to what we offer. They are passionate about the 7-Eleven brand, know their customers and communities well and are enthusiastic about evolving and improving our offer,” she said.

Ms Hayes said love for the brand by the company’s people and customers alike is one of the things she has enjoyed most since joining the business.

“It’s a great business to join and a wonderful place to work, with a great culture and people. It’s awesome to work for a brand that customers love. To see our store and support teams work together to make everyday easier for our customers and put a smile on millions of customers’ faces each day is really wonderful to be part of,” she concluded.

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