Diana Masri can’t remember a time when the convenience industry wasn’t part of her life. Her parents, who immigrated to Canada from Palestine, owned a c-store in Cambridge, Ont. for 28 years and the business is “a part of who I am,” she says.
It’s also an immense source of pride. “I am passionate about the industry for its entrepreneurial spirit, how it pivots to meet the ever-changing consumer, and most importantly, the dedicated and diverse people who service and run this industry.”
Masri leads a team of high-performing territory managers across the GTA. She has guided them to win multiple awards, including the highest achievement at Imperial Tobacco in 2020, for best results in the region.
Masri is a top performer for Imperial Tobacco, with a consistent track record for delivering results, and a gift for developing and managing people. She makes sure her teams are engaged, motivated, and understand overall objectives: “I have a reputation and great sense of pride in building high-performing teams, and this is what drives me every day!”
One key to success: thinking broadly. “Understanding the diversity of consumers and their needs will continue to help this industry grow,” says Masri. “To do this, you need to have a global approach in your marketing strategy and diversity at the core.”