In March, a record 340 marketers gathered at the 2026 BP Amoco Marketers Association (BPAMA) convention for three days of general sessions, networking and an expo. The company outlined its key growth initiatives for its U.S. branded marketers, reinforcing its focus on fuel differentiation, digital momentum and continued network expansion.

During the meeting, Jeff Lenard, NACS vice president of strategic communications and media, sat down with Lisa Blalock, vice president of U.S. convenience and mobility at BP, to discuss the technological innovations that excite her, the changes BP is making to its stores and the company’s support for the fight against human trafficking.

What are some things that you’re thinking about over the next five years in terms of market dynamics?

Lisa Blalock: I would call out a couple of things. One is differentiation, both from a guest perspective around the physical side and the experience in store. I would also call out the digital experience—how do you differentiate that experience? How do you win the heart and mind of that guest? How do you define what you’re famous for across the offer components that truly differentiate yourself? And how do you bring that awareness of the differentiation across the entirety of your network and the region in which you operate?

Another focus for us is how we think differently with the evolution of AI. How do we leverage it from an operational standpoint to drive efficiencies and a better experience?

Finally, we’re investing time and energy in sourcing the best talent and developing it. When I look at a lot of our management and executives across our company, they started as operators. Being able to step in and develop people to the next pathways is just a real area of opportunity for all of us to continue to invest in the people that engage every day with our guests.

The media’s perception of our industry has changed for the better, especially related to fuel pricing. If we put the same energy around other topics, can we make a difference?

Blalock: We have talked a lot about security, cleanliness and upgrading the perception of our industry. We have really put a lot of work into all the elements of the physical experience, but I think there’s more to do.

Becoming a destination for food is another opportunity for the industry—stepping into the space of a QSR and ensuring that the food-for-now offers are at the highest quality that we can deliver across the industry. And when it comes to healthy options across convenience, we want to make sure we’re really leaning in and ensuring that we’re bringing the best, highest quality across all proprietary offers, as well as working with the consumer packaged goods companies.

What gets you most excited about our industry?

Blalock: I would double down on the people. Where I get the most energy is in our stores. I learn so much from the people who operate and run our stores 24/7—the energy, the passion, the commitment that they have to our brand. Without our people, we don’t have the physical touch to the community. They’re the ones who are delivering experiences across our network.

The other area that excites me is digital technology, which is already transforming our industry. We’ve seen it in many different facets, including loyalty programs and personalized rewards. It offers a chance to connect in an authentic and genuine way beyond what we can do within the four walls of the store.

It’s a huge change from how people traditionally thought of refueling as a chore to making c-stores a central part of their lives in the community.

Blalock: Fueling used to be a necessary element. But now the entire industry is leaning into that differentiation. What are you famous for? Food as a destination, really addressing the perception of the industry. And I couldn’t be prouder to stand with all of our store team members because those memorable moments that we make every day is what truly matters to us as a brand, to us as humans—making that connection and ensuring that we’re doing and supporting the communities in which we operate.

Speaking of the community, your company is a major supporter of the anti-human trafficking group In Our Backyard. Talk about the importance of purpose, whether it’s for customers or your employees.

Blalock: When I think of human trafficking, In Our Backyard is playing such a pivotal role to fight against the global issue. We are very proud to stand with them and leverage the reach that we have around communities—to give back and contribute to their broader cause. I’m a mother of two girls; there is a very personal connection for me. Most of all, it’s the right thing to do, both from a corporate perspective and from a community perspective.

Our BP and Amoco brands are present in over 30 states across the United States. That reach in the moments that matter, when people need an uplifting moment in their day or when they need a consumable for their personal energy or whether they need the energy for their vehicles. It is in those moments that we connect with the community. Our network supports healthcare, local projects and community efforts. I am so proud of our customers who operate and run a majority of our network because they truly are the fabric of the communities in which they serve.