Maxol Ireland CEO Wins European Industry Leader Award

By Sarah O'Sullivan
Maxol Ireland CEO Wins European Industry Leader Award

The chief executive of the Maxol Group, Brian Donaldson, was today announced as the 2024 National Association of Convenience Stores’ (NACS’) European Convenience Industry Leader.

The association has invited the Irish CEO to the NACS Convenience Summit Europe, in Barcelona, next week.

There, it will present him with the award.

Established by William McMullan in 1920, Maxol is a 104-year-old company and the largest family-owned convenience forecourt retailer in Ireland.

With a network of 242 branded service stations, Maxol is one of the most recognised fuel brands in Ireland.



Donaldson joined Maxol Oil Limited in September 1986, as a graduate trainee.

He played a key role in the development of Maxol’s network in Northern Ireland.

Donaldson advanced through positions, becoming an area manager, then retail manager.

He was subsequently appointed general sales manager in Northern Ireland in 1995.

In 2002, Donaldson became general manager of marketing and retail at the Maxol Group.


In this role, he was responsible for expanding the retail network, maximising non-fuel income streams, and developing food partner alliances with Mace and Spar.

He also coordinated the company’s marketing, sponsorship and PR activities throughout Ireland.

From 2012, Donaldson served as the chief operating officer of the company.

In 2016, he was appointed to the chief executive role that he holds today.

Under his leadership, Maxol has undergone a transformative strategy, repositioning the business as an innovative, convenience-led brand.


This includes the introduction of Maxol’s own convenience concept in the Republic of Ireland, with proprietary brands ROSA coffee and Maxol Deli, and a private-label range.

Donaldson currently sits on the CBI NI Council and recently became chair of CBI NI’s Electric Vehicle Infrastructure Working Group.

Maxol has received awards from NACS over the years, most recently in 2022, when Maxol Ballycoolin, Dublin, won Convenience Retailer of the Year.

‘This Award Inspires Us’

Speaking about his award recognition, Donaldson said, “I am honoured to receive this recognition and award from my peers.

“This recognition is a testament to the hard work and dedication of the entire Maxol team and support of the McMullan family.


“Over the past decade, our collective efforts have driven the success and innovation that define our company today.

“I am proud of what we have achieved, and this award inspires us to continue our journey.”

NACS president and chief executive Henry Armour said, “Brian has done an amazing job of transforming the company from one that is fuel based to one that is food based.

“As the industry continues along this path, this is a model to both study and celebrate.”

Read More: Maxol Ireland Announces Roll-Out Of New Low-Emission Biodiesel

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