Brian Donaldson, CEO of Maxol Group, has received this year's NACS European Convenience Industry Leader Award, which will be presented on 6 June at a special awards ceremony at the NACS Convenience Summit Europe in Barcelona.
Founded in 1920 by William McMullan, Maxol is a 104-year-old company and Ireland's largest family-owned petrol station retailer. With a network of 242 branded service stations, Maxol is one of the most recognised fuel brands in Ireland.
“I am honored to receive this recognition and award from my colleagues. This recognition is a testament to the hard work and dedication of the entire Maxol team and the support of the McMullan family. Over the past decade, our collective efforts have driven the success and innovation that defines our company today. I am proud of what we have achieved, and this award motivates us to keep going,” said Donaldson.
Donaldson joined Maxol Oil Limited as a graduate trainee in September 1986 and played a key role in developing Maxol's retail network in Northern Ireland. He progressed through various roles to become Area Manager, Retail Manager and was appointed General Sales Manager for Northern Ireland in 1995. In 2002 he became General Manager Marketing and Retail for the Maxol Group with responsibility for expanding the retail network, maximising non-fuel revenue sources, developing the food partner alliance with Mace/Spar and co-ordinating marketing, sponsorship and PR activities throughout Ireland.
Donaldson has served as Chief Operating Officer since 2012 and was appointed CEO in 2016. Under his leadership, he oversaw a transformation strategy to reposition Maxol as an innovative, convenience-driven brand, including introducing Maxol's unique convenience concept to the Republic of Ireland and the rollout of its own branded ROSA Coffee, Maxol Deli and private label products.
Mr Donaldson is currently a member of the CBI NI Council and has recently become Chair of CBI NI’s Electric Vehicle Infrastructure Working Group which is driving significant improvements to the provision of charging points across Northern Ireland.
Maxol has received accolades from NACS over the years for its innovative approach to convenience retail and outstanding store formats, most recently with Maxol Ballycoolin in Dublin, Ireland, winning the 2022 NACS European Convenience Retailer of the Year award and Maxol Newbridge in County Kildare winning the 2021 NACS European Convenience Retailer of the Best Store award.
“Brian has done an incredible job transforming from a fuel-based company to a food-based company. This is a model to study and celebrate as the industry continues on this path,” said NACS President and CEO Henry Armour.
The NACS Convenience Summit Europe will take place June 4-6 in Barcelona, Spain. This global event takes place annually in a different European city and is organized by U.S.-based NACS. For more information and to register, visit convenient.org/CSE.
