2022 Star Women in Convenience winner: Ana Luiza Rangel

Senior brand manager

Conagra Brands

 

How did you get into this business? 

I started my career in consumer package goods in the early 2000s. I have worked with the convenience channel in multiple roles throughout my career.

What do you like most about your job?

I enjoy developing strategies that are good for the manufacturer, the store owner, and the consumer.

What was the biggest challenge of your career?

I am originally from Brazil. Moving to Canada in my early 30s and having to restart my career almost from scratch was definitely the biggest challenge!

What’s the best advice you ever received? 

Don’t listen to unsolicited advice

What's your career highlight or proudest achievement?

Every brand I have ever worked on is near and dear to my heart. Nothing makes me prouder then to walk a store and see a product that I worked on, a packaging design I influenced.

What are you most proud of during the last year? 

How much we have been able to push the brand Slim Jim forward in the Canadian market, especially in the convenience and gas channel.

How has the business changed since you started?

The market is more concentrated now, with retailers merging or acquiring each other. While it is easier to speak to one buyer as opposed to several, it poses its own set of challenges to the industry.

What challenges do you think lie ahead for your sector?

Profitable in-store execution is a challenge, especially for companies with a limited number of items per store.