The Impact 21 leadership team is a dynamic group of people who truly have a passion for the convenience, petroleum and retail industry. Their extensive track record reflects the knowledge and experience that lead clients to long-term success. These leaders are extremely accessible to their clients, and they epitomize the excellence and customer focus reflected at all times by the Impact 21 team.
Lesley Douglas Saitta
Chief Executive Officer
Strategy & Leadership, Organization Alignment & Change Management, Customer Engagement, Category Management, Mobile/Social and Payments
Lesley Saitta knows a thing or two about convenience. She has been engaged in the chemical, petroleum and convenience channels, as a consultant and retailer, for over 35 years. As CEO of Impact 21, Lesley works closely with both domestic and international retailers, consumer goods companies, software providers and industry associations. Lesley’s focus on leadership, organization, infrastructure and change management transforms companies and yields significant returns.
Lesley is a recognized voice in her industry. She is active in NACS and is currently on the Supplier Committee, spent 7 years on the Convention Committee, and is a regular speaker and moderator for the NACS Show, Outlook Leadership and many other industry events. She is also a member of the Network of Executive Women.
Prior to forming Impact 21, Lesley was VP of Marketing for Speedway Superamerica LLC, responsible for Marketing, Branding, Category Management, Foodservice, Customer Engagement, Merchandising and Distribution. Lesley began her career in the chemical industry and held senior management roles in sales, marketing, business development, strategic planning and product management in both international and domestic operations at Ashland, Inc. and the Dow Chemical Company.
Born in Alaska and growing up with the feminist influences of her father, Lesley started working at the age of 14, set her goals high and graduated from Indiana University’s Kelley School of Business with a B.S. in Marketing/Management and an Executive MBA. As the founder of a company owned by women, a wife, and mother of two fine men, Lesley is a mentor to many successful retail executives and entrepreneurs and is committed to expanding equality and diversity in the workplace. Her passion for reading, championing children with learning differences and personal work with Make-A-Wish keep her both humbled and inspired.
Lisa R. Stewart
Strategic Planning, Business Alignment, Organizational Alignment, Acquisition Integration, Retail Automation & Learning & Development, Foodservice, Price Management
Lisa Stewart is the Co-founder and President of Impact 21. She has over 27 years of practical and technical experience in the petroleum/convenience and retail industries. Lisa has been focused on working with retailers, suppliers, manufacturers and solution providers on building business infrastructure and leveraging returns on investment for corporate and store level technologies.
With disciplines in strategic planning and organizational alignment, Lisa leads business and acquisition integration for Impact 21 and has been focused on integrations within convenience retail and refining / logistics. She also leads work on major supply chain and foodservice strategies and deployments. Foodservice deployments include piloting new concepts, packaging, merchandising, marketing and safety programs to deployment.
Lisa is an industry expert in Retail Automation, Inventory and Price Management. She leads strategic alliances and advanced enterprise integrations for Retail, Fuel, Foodservice, Workforce Management, Learning Management and Wholesale solutions.
She has a strong focus on learning and development and is a frequent contributor, facilitator and speaker for NACS and other industry trade organizations and publications. Lisa served on the board of Conexxus/PCATS for 6 years and prior, served on NACS Technology Standards committees since 1996. Lisa was honored for many years of commitment to industry standards and process improvements in 2018 as she was inducted into the Conexxus Hall of Fame.
Prior to forming Impact 21, Lisa was with Speedway SuperAmerica, LLC, a joint venture between Marathon Oil and Ashland, Inc. and previously with SuperAmerica Group, a division of Ashland Inc. She was responsible for corporate and store merchandise management systems and led inventory management and automation initiatives. Lisa held a variety of special assignments during the joint venture for process and systems integration.
Lisa is a graduate of Eastern Kentucky University with a BBA Marketing Degree. With three grown sons, she enjoys spending time with her family and working with children. She is active with her church’s children’s ministry and is the Co-founder of Hopes and Dreams, a non-profit providing assistance and activities for children and adults with special needs and serving several local counties in Kentucky.
Chief Information Officer
Project Management, Strategic Planning, Technical Infrastructure, Computer Assisted Ordering, Inventory Management, Integration & Consolidation, Data Warehouse & Business Intelligence
Pete Rudd has a history of setting goals and reaching them, so it is no surprise that he specializes in planning and alignment. For over 30 years, he has applied these skills to his retail industry Information Technology experience, over 25 of which were specific to the convenience retail and petroleum marketing industry. As CIO of Impact 21, Pete focuses on IT Strategic Planning and Alignment to overall company goals and objectives and Integration Planning and Management.
In his role, Pete has led large end to end acquisition integration activities, including sourcing and implementing new technologies, consolidating systems, and aligning processes and organizations to achieve desired synergies. He has also helped several large integrated refining and marketing companies transition their retail business from legacy IT infrastructures through aggressive transition services timelines. Pete has a team of project managers he leads in a variety of technology implementations as well as business transformation initiatives. Pete has worked extensively with various Petroleum Convenience centric systems such as JDA and PDI, as well as Oracle and SAP Financials, Maximo, PeopleSoft, and integrated workforce management and LMS solutions through projects related to implementation, upgrade, and implementing additional features and functions.
Pete’s expertise is sought after, allowing him the opportunities to speak at various industry engagements including NACS and NACSTech on topics like Pricebook Implementation, Telecommunications, Supply Chain Management, Business Intelligence, and Help Desk. He extends this expertise as a member of the Greater Philadelphia Senior Executives Group and as past President of the Suburban West Chapter - Data Processing Management Association.
During his career, Pete has served in key IT Management positions with industry leaders, such as Wawa, Inc., Amoco Oil Company, and Amerada Hess. He has also served as Director of Strategy, Petroleum Marketing for Delinea Corporation. In his roles with these companies, Pete has developed IT organizations to support this changing industry. He has also spearheaded projects such as the implementation of scanning, item level inventory management, supply chain, data warehouse/BI implementations, EB2B, and corporate intranets. With Ted Turner’s never say no inspiration, Pete has had some pretty hefty accomplishments over the years. Through Pete’s persistence and goal oriented mind-set, he was able to migrate all IT applications from a centralized IBM Mainframe to a distributed DEC environment for Wawa, build IT organization and infrastructure to support Amoco COOP sites, and implement the first data warehouse and intranet application at Hess focused on supporting the Retail Business Unit.
Pete received his BS in Management Information Systems at the University of Phoenix. His extensive travel schedule lends to his passion for reading and his free time to boating, fishing and spoiling his three granddaughters.
Chief Technology Officer
IT Leadership, Payment Methods, Point of Sale Implementation, Enterprise Integration, Loss Prevention, Business Intelligence, Store Operations
Chuck Young is the Chief Technology Officer for Impact 21 and with good reason. Through his 38+ years in the retail industry, over 29 of them in petroleum/convenience, Chuck has become an expert in the world of IT. He works with retailers both large and small to implement and leverage retail technology stacks that drive efficiencies.
During his 20+ years of project management and consulting with Impact 21, Chuck has worked with retail chains ranging in size from eight stores to several thousand. The scope of the projects range from selecting and implementing new payment platforms and Point of Sale (POS) upgrades to integration of technologies and automated processes into the retailer’s business model. He has managed and completed projects including EMV certification, deployment initiatives for Back-office / Home Office implementation, requirements analysis & solution sourcing for POS, Back-office and Home Office hardware and software, and an ongoing modeling and analysis program for the franchise network of a major oil company.
Chuck’s go-to philosophy is that of Francis Bacon- “Ipsa scientia potestas est”- translation, “Knowledge itself is power”. It is no surprise then that Chuck lends his knowledge to others as an active member of Conexxus, a participant in various committees and work groups, and a semi-regular speaker at the NACS Show and other industry events.
Though Chuck currently resides in Lexington, KY, he earned his Bachelor of Science degree in his home state from Cornell University. Chuck is an active member of his Catholic parish and hits the golf course any chance he gets.
Chief Administrative Officer
Project Management, Organizational Design, Human Resources, Loyalty, Brand Development, Marketing, Strategy
Kathi Webber brings a lot to the table at Impact 21 with her 20+ years’ experience in leadership and management, over 13 of them in the petroleum/convenience retail industry. In her roles as project manager, sponsor, and project subject matter expert, Kathi draws from her New England work ethic – through hard work, and a bit of stubbornness, you can achieve whatever you set your mind to. She guides teams in transforming their business goals into achievable multi-year operating plans. Kathi extends her skills to internal operations, whether sponsoring the Impact 21 EDGE collaboration portal and advising on Internal Human Resources activities or supporting owners in their own internal operations.
Prior to joining the Impact 21 team, Kathi held various senior level leadership positions at Irving Oil from business development, innovation and marketing, organizational development to human resources management. She wore many different hats, responsible for scenario and strategic planning, due diligence management, partner relationship management, loyalty marketing development, category management, product development and marketing for 300 branded convenience store locations and 700 branded fuel and travel plazas located in Canada and US.
In addition, Kathi led the people and change practice for several company reorganizations, right-sizing, mergers, divestures and acquisitions as well as the Human Resource operations for all non-refining divisions in the US and Canada. Prior to her experience in the petroleum company, Kathi worked in the Group Insurance and Entertainment industries in training and development and recruitment roles.
Growing up in Maine, Kathi developed a love for learning. She achieved her Bachelors of Art from the University of Maine and her Master of Business Administration from Boston University. She also attained certifications from Harvard Business School and Kellogg School of Management in business strategy and marketing. Her mission to be of service to the communities around her and to live in a manner that respects differences and embraces learning, has inspired her many travels to over 30 countries and 49 states. Kathi spends her time serving her community as a long-term member of various board of directors in her local communities while sharing many adventures with her faithful dog, Phoebe.
Chief Marketing Officer
Strategy, Business Outlook, Marketing, Consumer Research, Performance Improvement, Foodservice
Though Rob Gallo’s title is Chief Marketing Officer, his role goes above and beyond marketing. He has a knack for connecting the dots and finding better paths to reaching goals. And, he has more than 20 years’ experience in doing just that—as a trusted strategist driving real business results for the world’s biggest brands. At Impact 21, Rob guides the overall marketing strategy for the firm. In addition, he works closely with clients to help bring positive, profitable change.
Within the petroleum and convenience channel, Rob’s work includes conducting competitive landscape assessments, developing go to market strategies and identifying performance improvement opportunities. Rob is frequently asked to share his knowledge as a speaker, author or contributor for organizations like NACS, Convenience Store Decisions and CSP.
Rob’s expertise is not limited to the petroleum and convenience channel. After all, his first job was a bagger for Big Bear supermarkets. Rob’s experience has gone well beyond his bagging days and now encompasses multiple fast moving consumer goods channels including grocery, supercenters and warehouse clubs. He also gained extensive experience with specialty apparel and department stores.
He has worked with suppliers servicing most retail channels in the areas of growth strategy, market entry, category management and shopper insights. Prior to Impact 21, he held senior positions at Chute Gerdeman, Kantar Retail, Retail Forward and the Management Horizons Division of Price Waterhouse.
Born in Philadelphia but raised in Ohio, Rob attended The Ohio State University where he earned his bachelor's degree in marketing. He shares an appreciation for natural products with his wife – and applies his marketing skills to Elemental Blue, a natural soap company that he and his wife operate. When Rob isn’t working with clients or making bath bombs, you can find him riding his bike, fishing or being active with his family.
Lucia Romanello Crater
Executive Vice President, Sales and Business Development
Leadership & Business Development, Brand & Go to Market Strategies, Supply Chain & Category Management, Consultative Sales, Performance Management, Board Leadership & Advisory
Impact 21 sets the bar high in convenience with Lucia Romanello Crater. As a sales and marketing leader, with an exceptional executive-level network, Lucia is charged with leading Impact’s Convenience Store Business Development. Her 25+ years in the convenience store industry, with a track record and proficiency in driving growth and market share gains, serves her well in this role. She specializes in developing new business connections, recruiting and training superior achievers, and closing innovative and profitable sales.
Though born into an old fashioned, Italian family where women’s roles were clearly defined, her mother taught Lucia she could do and be anything she wanted to be. And Lucia did just that. She is a founding member and current officer of the Network of Executive Women in the Consumer Products Industry (NEW). She was named one of the Top Women in Convenience at the Senior Executive Level by Convenience Store News Magazine in 2014 and given the Best of the Best Leader Award in 2016 by NEW. Lucia is the leader of the NEW team currently working to build a new region in the Nashville market. Lucia served on the NACS Retail Board and NACS Supplier Board on which she was Chairman of the Manpower, Membership, and Exhibitor Advisory Committees. Initially elected Vice Chairman of the Board followed by Chairman Elect, Lucia was ultimately elected Chairman of the NACS Supplier Board. Boy would her mama be proud!
Prior to joining Impact 21, she was the Director of Convenience at Jack Link’s, where she successfully led the implementation of Go-to-Market strategies to surpass top line sales budgets while delivering the bottom line gross profit budget. As Director of Sales, Convenience at KIND Healthy Snacks, she was instrumental in driving convenience store market share. Most notably, Lucia was Director of Sales, Convenience at US Nutrition where she developed and directed the strategy to raise the profile of the MET-Rx brand to the #1 High Protein product in the channel. Her Convenience Store career began at GSP as Vice President of Sales where she built key retailer relationships that led to the company’s focus in the channel.
Born in Connecticut, growing up in New Jersey and Richmond, VA, and graduating from James Madison University, Harrisonburg, Virginia, Lucia now calls Nashville, TN home. She gives back to her communities through volunteer work and lending her voice to her church choir. She was awarded the Richard Llano Service Award for her contributions of time and talent from Jesuit High School in her former hometown of Tampa, FL. She passes on her work ethic and values to her son, James, who is the Co-founder of SperaHealth. Lucia’s philosophy behind it all—“Don’t quit.”