Liz Williams

Liz Williams

Liz Williams, President

Liz Williams is the President and CFO of Foxtrot, a modern convenience store and café that brings together in-store discovery with rapid delivery. Prior to Foxtrot, Liz was CEO of Drybar, the premier blow dry bar specializing in blowouts, hair care products and styling tools and Liz helped found and lead Hart House, a modern quick service restaurant backed by Kevin Hart and other prominent investors.

Liz has deep roots in the restaurant space as the former President of Taco Bell International, a subsidiary of Yum Brands, Inc.’s (NYSE: YUM). In this role, Liz was responsible for the brand strategy, growth and performance of the International business across 30 countries. In her two years leading Taco Bell International, Liz established development agreements for significant growth in India, Brazil, Thailand, Australia, New Zealand, Spain and France.

Prior to this role, Liz was the Taco Bell Global CFO, leading Finance, Strategy, Information Technology and eCommerce, where she was responsible for all financial elements of the $11B business. While at Taco Bell, Liz delivered eight years of industry leading sales, profit, unit, and brand growth. Liz also spent a year at Yum Leading corporate strategy for the office of the CEO.

Before joining Yum, Liz spent six years with The Boston Consulting Group (BCG) as Principal in the Consumer and Retail practices in U.S. and Asian markets. She also spent seven years at Dell Computer in various finance, brand marketing and corporate sales positions.

Liz serves as a board member for Stitch Fix (NASDAQ: SFIX), a leading online personal retailer and as a board member for Viant (NASDAQ: DSP), an advertising software provider.

Liz has previously served on the Kellogg Women’s Leadership Advisory Council, on the Yum Brands Purchasing CoOp board, Restaurant Supply Chain Solutions (RSCS), and on the non-profit Court Appointed Special Advocate (CASA) of Orange County board.

Liz received her bachelor’s degree, as a marketing major, from the University of Texas Business Honors Program and earned her MBA from the Kellogg School of Management at Northwestern University. She lives in Newport Beach, California with her husband and two children.


Rance Wells

Rance Wells, VP of IT
Toot’n Totum

Rance Wells is the Vice President of IT for Toot ‘n Totum Food Stores LLC. Toot ‘n Totum has enjoyed much growth over the last several years as one of the largest privately owned employers in the Amarillo area. The company, founded in 1950, consists of 87 convenience stores, 8 full service car washes, 11 car care centers, 6 Wendy’s Quick Service Restaurants, 3 Mitch’s Texas Style BBQ Quick Service Restaurants, and 2 Which Wich Sandwich shops with a Team Member count of over 1,300. Toot’n Totum has 63 locations in Amarillo, Texas and has expanded to 24 other locations in the Kansas, New Mexico, Oklahoma, and other towns in the Texas Panhandle.

A 2005 graduate of West Texas A&M University with a Bachelor of Science degree, Rance began his career with Toot ‘n Totum in 2001 as a store Team Member, working his way through college. He moved out of the stores and joined the IT Support Team from 2006 – 2013. Rance took over as Director of IT in 2013 and promoted to Vice President in 2022. His experience has given him a unique perspective when it comes to end user experience, speed of service, and directly engaging guests.

With 16 years of IT technology and petroleum retailing experience, he has been a part of expanding the company outside Amarillo, increasing the company’s security, and improving the technology processes for Toot ’n Totum.

He is excited to be working at such a pivotal time for the company during their expansion south of Amarillo. Rance serves on the Executive Board for Toot ‘n Totum, Verifone Petroleum Advisory Council, Acumera Client Advisory Board, and is a member of Conexxus. Other areas of interest include PCI Compliance, Data Security, Point to Point Encryption (P2PE), Internet of Things, Smart Safes, Surveillance Systems, Blockchain/Cryptocurrency, AI Applications in business, self-checkout systems, Cloud Hosting, automation, and any other technology that can help his company succeed.

Rance has been married to love of his life, Megan, for 13 years. They enjoy every minute raising their 5-year-old son Tripp. They enjoy hunting, fishing, camping, music, soccer, hockey, gardening, cooking, training their field bred Golden Retriever Poppy, and attending church with their friends and family.

Tim Tang

Tim Tang, Director
Hughes Network Systems

With over 25 years of professional experience developing enterprise solutions, Tim Tang offers a broad scope of technology expertise in cybersecurity, AI/ML, digital signage, SD-WAN, and more. As a director at Hughes, Tang analyzes and anticipates industry trends, engages with organizations to understand their needs, and collaborates with ecosystem partners to design solutions. He actively participates in various standards and trade organizations, such as Conexxus, RTN, NACS, and IFBTA, to help make technology more accessible.

His industry insights may be found at

Cheryl Szczesniak

Cheryl Szczesniak, EVP Human Resources
The Spinx Company

Cheryl Szczesniak is the Executive Vice President of Human Resources with the Spinx Company. Cheryl has spent over 25 years in the Retail Industry, half of those in the convenience store industry. She has held various management positions in Accounting, Finance Management,
and Technology. In her current role, she is responsible for talent acquisition and development for over 1600 team members, along with employee relations, Human Resource Information Systems, and internal communication.

Before joining The Spinx Company in 2005, she was Manager of Store Accounting for Wawa in Pennsylvania.

Cheryl holds a Bachelor of Arts in Business Administration from Widener University in Pennsylvania, and a master’s in science degree in Human Resources from Villanova University. In addition, she holds a SHRM-CP certification.

She resides with her husband in Greenville and has two children and two stepchildren.

Roy Strasburger

Roy Strasburger

Roy Strasburger
CEO, StrasGlobal
President, Compliance Safe

Roy Strasburger is an expert in convenience retailing and a thought leader in the retail industry. He is a frequent columnist, conference presenter, and webinar and podcast participant.

Roy is a fourth-generation retailer and is currently CEO of StrasGlobal, a retail support and consulting company based in Austin, Texas, USA. In this capacity, he oversees StrasGlobal’s retail, tech, and consulting businesses. He also serves as President for Compliance Safe – a business document management software solution that won the CSP Retailer Choice Best New Technology Product in 2020.

Roy attended Baylor University graduating with degrees in Marketing and Computer Information Systems. He obtained his JD degree from Baylor University Law School in 1984 and joined a British law firm based in the Caribbean.

After moving to England, where he started a publication company, Roy returned to the US to join Strasburger Enterprises, Inc. (SEI) as General Counsel. He later became President of SEI’s fuel division then, in 1994, he was named President of the International Division. From 2009 Roy ran SEI’s US and international convenience retailing businesses as well as heading up Cambridge-Myers, its consulting division. During his time with SEI, Roy was responsible for the development and/or operation of over 6,000 retail sites in 33 countries through the licensing of its systems and management agreements.

In 2012 Roy bought SEI’s retail business and continues to provide retail related services to multinational oil companies, financial institutions, investors, and independent operators under the StrasGlobal banner.

Roy is a co-founder of the Vision Group Network, where top level executives discuss current and future issues and share their perspective with the rest of the industry, and a co-founder of Resources for Retailers (RfR), an initiative that provides information, support and, most importantly, actionable plans for small retailers.

Roy is a member of the National Association of Convenience Stores (NACS) where he served as Vice-Chairman on its Executive Board and Board of Directors and was a founding member of the NACS International Board. Roy is also a member of the New York Association of Convenience Stores (NYACS), and a past member of the Society of Independent Gasoline Marketers of America (SIGMA) where he participated on the Legislative Committee, the Turnaround Management Association (TMA), and the Tribal Convenience Store Association (TCSA). He has also been a member of The Coca-Cola Research Council, the Consumer Goods Forum (formerly CIES), and the National Association of Real Estate Investment Trusts (NAREIT).

Roy is the recipient of Convenience Store News inaugural 2021 Special Service award.

Roy is an Officer in the Priory in the USA of The Order of St John and is a member of The American Friends of St George and Descendants of the Knights of the Garter. Roy and Eva are based in Austin, Texas and they have four daughters, Selina, Chantal, Lorelei and Danielle. Along with other charitable endeavors, Roy and Eva focus on supporting global cultural and heritage projects.

The context: Dreaming of new ventures, exploring foreign markets, early mornings watching cities come alive, G&Ts at Bali sunsets, reading The Economist, long road trips with rock’n roll on the radio, or Texas two-stepping with his four daughters. Enjoying the moment.


Eva Strasburger

Eva Strasburger
President, StrasGlobal
CEO, Compliance Safe

Born in Tanzania, brought up in Vanuatu, Hong Kong and the Caribbean and educated in England, Eva Strasburger, brings an international perspective to everything she does. After graduating from Cambridge University, and a stint at Chase Manhattan Bank in London, she co-founded a publishing company with Roy Strasburger in Southern England before moving to the States in 1988. For fifteen years, she served as VP of International Client Relationships for Strasburger Enterprises, where she helped manage their convenience retailing clients in over thirty countries.

Eva is currently President of StrasGlobal. StrasGlobal had its own retail outlets until June 2022 and, for the last thirty years, has provided operational and infrastructure support and management consulting to retail operators. Eva is also CEO of Compliance Safe, a SaaS product that manages business-critical documents, and alerts retailers when permits should be renewed. Compliance Safe won CSP’s Retailer Choice Best New Technology Product in 2020.

Eva is co-founder of the Vision Group Network – where industry leaders meet to discuss current and future issues and share their perspective with the rest of the industry.

In 2020, Eva spearheaded the StrasGlobal COVID Task Force Team and the development of the COVID-19 Response Plan. Shared with retailers, the plan was featured by NACS, Convenience Store News, CSP and numerous state associations. Eva then headed up Resources for Retailers, a new initiative that provides information, support and, most importantly actionable plans for small retailers.

Eva is a member of the National Association of Convenience Stores (NACS), and the New York Association of Convenience Stores (NYACS), and a past member of the Society of Independent Gasoline Marketers of America (SIGMA) and the Consumer Goods Forum (formerly CIES).

Convenience Store News named Eva as a senior-level leader in their 2021 Top Women in Convenience Awards.

Eva, is an Officer on the Board of Directors of the Caius Foundation of Gonville and Caius College, Cambridge University, an Officer of the Priory in the USA of The Order of St John and Vice-President of The American Friends of St George’s and Descendants of the Knights of the Garter. She is based in Austin, Texas with her husband, Roy, and they have four daughters: Selina, Chantal, Lorelei and Danielle. Along with other charitable endeavors, Eva and Roy focus on supporting global cultural and heritage projects.

The context: A unique Anglo-Goan background and perspective from a bygone era; a love of the exotic in design and beauty; a connoisseur of boutique hotels and travel itineraries; an aficionado of late-night dinner debates; a passion for collecting artifacts and their stories; a collector, connector, and disseminator of information; an initiator of creative experiences and an enthusiastic participator in any cultural ventures.


Barbara Stoyko

Barbara Stoyko

Barbara Stoyko, SVP Shell Mobility Americas
Shell USA

Barbara became the Sr. Vice President of Shell Mobility Americas, effective August 1st, 2021. In this role, she is responsible for the financial, strategic, and organizational delivery of the Retail businesses in Canada, United States and Mexico. Prior to this role, she was the GM of Sales for the branded wholesale business across the United States, where she led her organization to deliver record new business growth while supporting wholesalers through significant market changes.

Barbara began her career as a Process Engineer at the Puget Sound Refinery in 1992, after graduating with a BS in Chemical Engineering from UCLA, but found her ‘home’ in Retail over the past 24 years. Barbara has developed deep expertise in many areas of the business through her roles in sales, strategy, retail development and operations. Prior to her GM of Sales role, Barbara was the GM of Operations and GM of Network Delivery for North America. She has extensive experience in organizational leadership, strategy development, sales and negotiations, and project management. Barbara has a passion for developing talent and building lasting relationships with her team members and external partners.

Barbara resides in Houston Texas with her husband, Rich, with whom she has three children ages 26, 22, and 18.


Scott Smith

Scott Smith, Sr Director of IT

At Parker’s, Smith leads the company in all aspects of technology, including the company’s round-up for charity technology, self-checkout systems, cloud infrastructure, servers, and the efficiency of payment systems, which process more than 125,000 transactions per day. He also ensures that the Parker’s Rewards app is up-to-date and efficiently serving the loyalty program’s 300,000+ members.

Before joining Parker’s in 2021, Smith worked as the Director of Information Technology at convenience and fuel retailer Royal Farms in Baltimore, Md., where he led the IT department’s security, infrastructure, and retail operations initiatives for hundreds of stores across multiple states.

Earlier this year, Smith was named a “Future Leader in Convenience” by Convenience Store He is news for his impressive professional achievements and currently resides in Savannah, Ga.

Kevin Smartt

Kevin Smartt

Kevin Smartt, CEO
TXB Stores

TXB, previously Kwik Chek Food Stores, Inc., is a chain of 50 convenience stores across Texas and Oklahoma, offering unique, fresh-made food and a robust line of TXB private label products. Kwik Chek’s rebrand to TXB (short for Texas Born) emphasizes the Texan roots and values the brand was built upon – authenticity, hospitality and integrity. Kevin is also the managing member of Taylor-Smartt, LLC., and an investment company that owns a variety of companies in industries ranging from fuel, propane, technology, banks, real estate and food production.

Beyond serving as the CEO of TXB for more than two decades, Smartt also serves as Chairman for Conexxus, Chairman of the Coca-Cola National Retailing Research Council, serves on the Board of Directors for P97 Networks, Inc., a technology company, and was the 2020-2021 NACS Chairman. Smartt continues to widen his professional board involvement, and has an interest in serving on boards involved in the banking, technology and healthcare industries.


Joe Sheetz

Joe Sheetz, Executive Vice Chairman
Sheetz, Inc

Joseph S. Sheetz was born in Altoona, Pennsylvania where he grew up working with his father, Joseph M. Sheetz, at the family-owned Harshbarger Dairy. Once the dairy was sold, the elder Joe began working for the other family business founded by his brother, Sheetz, Inc. The younger Joe later worked for Sheetz in various accounting and operations functions during high school and college. Sheetz, Inc. is a family owned business with approximately 25,000 employees operating over 660 convenience stores in Pennsylvania, Maryland, Ohio, Virginia, West Virginia, and North Carolina. Known for its award winning proprietary food service program, the Company has annual revenues of over $9 billion and is currently ranked by Forbes Magazine as the 75th largest private company in the United States. Sheetz has also been ranked in the Fortune best 100 companies to work for list during 7 of the last 8 years, currently coming in at #33.

Joe graduated from The Wharton School of Business at the University of Pennsylvania with a B.S. in economics in 1989. After graduation, Joe worked as an employee benefit and pension plan consultant for CGI Consulting in the suburban Philadelphia area, specializing in designing benefit and retirement plans for major corporations. In 1995, Joe returned to Sheetz as Director of Personnel and later became Executive Vice President of Finance in June of 1996. In this position, he led all finance, accounting, technology, real estate, and risk management functions and was an active member of the executive committee. He served as both President & CEO of Sheetz from 2013 thru 2018, CEO from 2018 thru 2021, and is currently Executive Vice Chairman.

Joe currently serves on the Economic and Community Advisory Council for the Federal Reserve Bank of Philadelphia, the Advisory Board for the Baker Retailing School at the Wharton School of Business, and as an Advisory Board Member for M&T Bank. He is former Chairman of the Board of Directors for the National Association of Convenience Stores and serves on the Executive Committee of the Altoona Blair County Development Corporation where he was Chairman from 2009-2011. He is also former Chairman of Mount Aloysius College. Joe is a frequent guest speaker at business schools and family business conferences. He resides in Altoona, Pennsylvania with wife Wendy.