2022 Star Women in Convenience winner: Jennifer Yiu

Customer & brand marketing manager (Lighter)

Bic Inc. Canada

What do you like most about your job?

The best part of my job is having the opportunity to interact and collaborate with people who are just as passionate about the brand as I am. We are able to create a lasting impact in the market and truly bring the brand vision to life.

What was the biggest challenge of your career?

Trying to align with the ever-changing retail environments and better understanding consumer behaviours and trends. However, this has shown me that it is important to develop and maintain a strong brand presence in-store and online.

What's the best advice you ever received? 

The best advice I’ve received is to truly understand the consumer, specifically what they want and need in a product. Someone once told me, “Go to the store, see how a consumer purchases in your own eyes; witnessing this will lead you to identify countless opportunities."

What's your career highlight or proudest achievement?

I have had the opportunity to launch various products throughout my career as well as make an impact in our consumers lives. A recent example would be the launch of the Bic EZ Reach lighter, which was very successful. We have garnered positive media, a great partnership with Snoop Dogg and Martha Stewart, and received the CICC innovation award in 2021.

What challenges do you think lie ahead for your sector?

I would have to say the biggest challenge for Bic will be, what’s the next big thing, and how can Bic continue to be a leader in the industry? With the success of EZ Reach, we will need to make sure that we continue to innovate and give consumers what they are looking for in a lighter. 

Anything else you would like readers to know?

I am a proud mother of two young kids! It is challenging to find the right work-life balance. However, I do enjoy being a full-time working mom and I want to be a role model for my children (especially my daughter). I want my children to know that women can have a successful career while maintaining a good family life balance.