2024 Star Women in Convenience winner: Alexandra Banos

Brand director, NRT

Imperial Tobacco Canada

How did you get into this business?

After completing my bachelor’s degree in economics, I began my career in finance with one of Canada's top five financial institutions. However, I quickly realized that the world of finance wasn't for me. Since then, I have focused on brand marketing, where my true passion lies. This field allows me to flex my creativity and immerse myself in brand building, which I find incredibly enjoyable.

What work-related accomplishment are you most proud of during the last 12-18 months?

Launching Zonnic, the first authorized nicotine pouch approved by Health Canada, was a groundbreaking achievement not only for me but for BAT Canada. We introduced an exciting new revenue stream to the Canadian convenience category, while providing Canadian smokers with a much-needed resource to help them quit for good.

What do you like most about your job?

It may sound cliché, but it is definitely the people. The relationships I have built at work are incredibly meaningful to me, and I could not do what I do each day without the support and camaraderie of my colleagues. 

What was the biggest challenge of your career?

Doing it all—balancing my ambitious career goals while trying to be the best mom I can be to my two amazing daughters.

What's the best advice you ever received?

Shape and build your personal brand so that when you’re not in the room, you know what others are saying about you. This holds true both professionally and personally.  

What trends or innovations are keeping an eye on right now. Is there anything you think will shape the business in the next 5 years?

Artificial intelligence. Instead of being afraid of it, we need to embrace it. The power it holds to grow your business is unmeasurable: We need to work smarter, not harder.

How do you define yourself as a leader?

Three words. Passionate. Authentic. Integrity.