“Challenges are opportunities”: Driven Glass Canada’s Félicia Roy shares her three pillars of leadership
Driven Glass Canada’s Senior Director of Marketing Félicia Roy shares how she leads by focusing on people, reframing challenges as opportunities, and driving continuous improvement with unwavering integrity.
As Senior Director of Marketing for Driven Glass Canada, strategy plays a major role in Félicia Roy’s day-to-day. But if there’s one thing she’s learned from overseeing the marketing strategy for more than 250 franchises, it’s that leadership must remain deeply human.
Felicia joined Uniban Canada in 2017, which was acquired by Driven Brands in 2019.
“There was, of course, a cultural change when we joined Driven Brands,” Félicia recalled. “But it was all for the better because we suddenly had a broader team full of experts who could support not only our team but also our franchisees.”
Over nearly a decade with the organization, Félicia has grown from marketing consultant to senior leader, navigating rebrands, rapid network expansion, and change. While she continues to learn and refine her leadership approach, there are three core principles that define how Félicia leads and works every day.
1. Prioritize people
To put people first, Félicia believes strong leadership must lead with clarity. It’s important for people to understand the “why” behind what they are doing, where they are going, and what support is available along the way.
“Creating clarity is important,” she emphasized. "When the teams understand the expectation and they feel supported, they will perform better," she explained.
Clarity, to Félicia, means being direct, honest, and clear in communication. In this way, she’s been able to connect with her team members
This is something that has been modeled for Félicia during her times at Driven Brands, particularly by Julie Benoit, Vice President of Operations and Marketing of the Canadian Auto Glass Division.
“From day one, she had confidence in me and gave me the tools to grow,” Félicia said. “I also learn a lot just from watching how she leads”
2. View challenges as opportunities
“Challenges are opportunities in my point of view,” said Félicia. “I don’t like negativity. It doesn’t move us forward.”
This perspective has her looking at each and every challenge, not as a roadblock, but as a chance for growth and improvement. In these moments, she stays focused on learning, adapting, and seizing opportunities.
For Félicia, this means accountability must remain front and center always. She takes full responsibility for outcomes, and in doing so, views both successes and setbacks as learning moments.
“We grow when we learn from situations," she said.
3. Challenge the status quo, while still doing business right
Félicia believes challenging how things are done is essential to continuous improvement—for the business, for franchise partners, and for internal teams. That means being direct, honest, and clear in communication.
“I always want to push beyond the status quo,” she explained. “That’s how we get better and improve. I never want to be complacent.”
She says pushing forward is only beneficial if it’s done right for the right reasons.
“Doing business right comes down to integrity, transparency, and high standards every single day,” she said.
Looking forward
As Félicia looks to the future, she sees endless opportunities.
“There are a lot of potential opportunities for stores to grow, which brings in more opportunities for marketing,” she said. “At the same time, more franchising increases our ability to raise more funds for our partner charitable foundation.”
Opportunities for growth extend beyond franchises. Félicia also looks forward to continuing her own growth within Driven Brands: “I never stop learning, and I believe that if I keep doing that, opportunities will continue to come up for me to grow in my role and leadership.”
Félicia’s journey over the last decade shows that true success comes from staying grounded in what matters most: putting people first, learning from every moment, and always doing business right.