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2023 Star Women in Convenience winner: Helena Fiore

Shining Star
Helena Fiore Sr. sales strategy & planning manager, small format PepsiCo Beverages
Helena Fiore Sr. sales strategy & planning manager, small format PepsiCo Beverages

Sr. sales strategy & planning manager, small format

PepsiCo Beverages


How did you get into this business? 

I connected with PepsiCo during a career fair at my university, SFX. I liked the idea of working with big brands in a tangible and fast-paced business. Twelve years later, and I have grown a strong passion for developing and connecting high-level strategy to how we show up in C&G stores across the country having our frontline teams, store operators and Canadian consumers top of mind. Always. 

What do you like most about your job?

My absolute favourite days are the days when I get out in the market and spend time with colleagues collaborating in C&G stores. You can analyze and discuss plans and results as much as you want, but nothing is more real than seeing what is going on in-store.

What was the biggest challenge of your career?

I spent eight-plus years in the field, in stores, with our frontline teams. When I moved to HQ, I quickly learned I knew a lot less about our business, and the industry, than I thought I did. I was forced to learn quick, and transition to a different way of thinking. To be successful, I learned I need to be comfortable with being uncomfortable.  I am thankful for a strong support system of peers and cross-functional colleagues who helped me navigate through this challenging transition.

What’s the best advice you ever received?

During times of uncertainty, find a way to bring calmness while communicating direction in a non-threatening way, keeping in mind the situation of the audience you are speaking to. This can be applied to large-scale challenges, like the pandemic, or while navigating the everyday obstacles with your team.

What excites you most about the future of this channel?

The channel is innovating and changing fast, for both retailers and vendors. To remain a leading vendor in this channel we need to think differently; about product innovation, our go-to market approach, and how we show up in store. I am so excited to support our evolving strategy of driving successful growth for both the retailers and PepsiCo.

What trends or innovation are keeping an eye on right now. Is there anything you think will shape the business in the next five years?

Understanding how the C&G consumer is evolving…who are they and what is important to them.  I am keeping an eye on the development of different motivators that bring this consumer to store, such as loyalty programs, and expanded offerings (i.e., hot food and alcohol).



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Click here for a full list of the 2023 Star Women in Convenience winners

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