“Curiosity Over Fear.”
Shannon Spano is a transformative senior executive whose career has been defined by growth, reinvention, and an unwavering commitment to elevating people and organizations. For more than two decades, she has led high-performing teams, reshaped national sales strategies, and influenced Canada’s automotive and retail sectors with a balanced approach that blends strategic foresight with grounded operational execution. Guided by her personal mantra, “Curiosity over fear,” Shannon approaches leadership not as a position but as an evolving responsibility—a commitment to learning, understanding, and building stronger futures for customers, partners, and teams.
Her rise from early analytical roles at TELUS Mobility to becoming Vice President of Sales at Wakefield Canada reflects a career built on continuous development and a deep appreciation for the power of collaborative business building. Shannon’s early years sharpened her ability to interpret customer needs, analyze data with precision, and translate insights into actionable strategies that improved satisfaction and reduced churn. This foundation became the launching point for her transition into territory management, where she established a reputation for creating high-impact business plans and leading dealer and retail partners to record-setting performance.
When Shannon joined Wakefield Canada, the exclusive marketer and distributor of Castrol in Canada, she entered an industry ready for transformation—and she quickly became one of the key figures driving it. As Category Manager and later Strategic National Account Manager, she cultivated some of the strongest retail partnerships in the country. She secured multi-million-dollar agreements with Canadian Tire, Costco, and Walmart, while consistently delivering double-digit growth across national accounts. Shannon’s vision for customer-centric business planning elevated Castrol’s brand presence, strengthened category leadership, and reshaped the company’s footprint within the national automotive landscape.
Her achievements opened the door to expanded executive responsibility, beginning with her appointment as Director of Retail Sales. In this role, she led a unified team of national account managers, category leaders, and analysts, driving profitable expansion across Canada’s largest retail channels. She deepened relationships with multinational retailers and negotiated complex, long-term agreements that solidified Castrol’s position as a category leader. Shannon’s ability to combine data-driven insights with empathetic leadership created a culture of clarity, alignment, and ownership that enabled her team to deliver industry-leading results.
In 2018, Shannon was promoted to Vice President of Sales and entrusted with national responsibility across five major channels: Automotive Aftermarket, Retail, Heavy Duty, Industrial, and OEM. Over the next six years, she spearheaded transformational change, redesigning the sales organization for greater agility, accountability, and market coverage. She strengthened Wakefield’s financial performance by improving EBITDA by 21 percent while reducing operating expenses by more than $2 million. Under her leadership, Wakefield secured over $80 million in new business, expanded exclusivity agreements with top OEMs, and reinforced the company’s national footprint through strategic supply partnerships.
Shannon also championed digital transformation, leading the successful implementation of Salesforce CRM and driving adoption across all sales functions. By elevating the customer experience through new KPIs and integrated workflows, she helped improve customer satisfaction, loyalty, and operational efficiency. Her leadership was instrumental in shaping Wakefield’s 2024–2029 national strategic plan, aligning sales, marketing, operational, and people strategies to support sustainable long-term growth.
Beyond her corporate achievements, Shannon has distinguished herself as a respected national industry leader. She served on the Board of Directors for the Automotive Industries Association of Canada for five years, ultimately becoming Chair. In this role, she provided national strategic oversight, represented the industry to government and media, strengthened advocacy for workforce development, and championed diversity and inclusion initiatives that advanced representation across the sector. Her governance and policy leadership have reinforced her reputation as a trusted advisor to executive teams navigating change, innovation, and industry evolution.
Shannon’s dedication to mentorship—especially for emerging leaders and underrepresented groups—has been a defining thread throughout her career. She has played a central role in mentorship programs, DEI committees, and professional development initiatives. Her recognition as Young Leader of the Year and as a Notable Champion of Diversity speaks not only to her results, but to the values she embodies every day as a leader: empathy, courage, and an unwavering belief in the potential of people.
On the international stage, Shannon’s work across Canada, her French language knowledge, and her global retail and automotive partnerships have given her a nuanced understanding of cross-cultural collaboration and multinational business dynamics. She thrives in environments of complexity and challenge, finding energy in the opportunity to learn, connect, and push beyond traditional boundaries.
Rooted in her passion for continuous improvement, wellness, and community involvement, Shannon brings a well-rounded, human-centered approach to leadership. She is equally committed to business performance and the development of resilient, empowered teams. Whether guiding strategy at the board level, nurturing emerging leaders, or forging partnerships that reshape markets, Shannon approaches every opportunity with integrity, curiosity, and a bold spirit of innovation.
Character:
Shannon’s character is grounded in authenticity and a deeply held belief in purposeful leadership. She consistently approaches decisions through the lens of integrity and accountability, ensuring her teams and partners feel valued and supported. Her commitment to mentorship and community impact further reflects her dedication to using her influence responsibly and compassionately.
Knowledge:
With more than 25 years of professional experience spanning automotive, retail, industrial, and consumer sectors, Shannon possesses a rare breadth of industry knowledge. She understands the interconnected nature of strategy, customer relationships, and operational execution at both national and international levels. Her ability to translate market insights into sustainable business strategies has positioned her as a trusted advisor to executives and boards.
Strategic:
Shannon brings a forward-thinking mindset that allows her to anticipate industry shifts and design resilient long-term plans. She excels at breaking down complex challenges into practical, actionable initiatives that align teams and drive measurable results. Her strategic leadership has shaped organizational transformation, strengthened financial performance, and expanded market influence across multiple sectors.
Communication:
Communicating with clarity, empathy, and purpose, creating environments where collaboration thrives and people feel inspired to contribute. She excels at connecting diverse stakeholders, aligning cross-functional teams, and representing organizations with confidence in high-profile settings. Her communication style strengthens trust, enhances organizational culture, and elevates the impact of every initiative she leads.
