2024 Star Women in Convenience winner: Meaghan McGovern

Marketing manager

Turning Point Brands Canada

How did you get into this business? 

During university, I interned for the Global Brand Team at Mattel where I was exposed to a brand’s journey from product conception to performance management. I really enjoyed combining creativity with data analysis to develop strategy. When I was offered a similar role at a start-up that services the convenience channel, I was eager to take on the challenge of a new industry. 

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

Supporting the strategy and campaigns that successfully launched Clipper Reusable Lighters in the convenience channel. In an intensely competitive category with well-established brands, Clipper has grown the category while supporting sustainable initiatives. 

What do you like most about your job?

The learning and growth opportunities here at TPBC. In the last five years, I've developed a diverse skill set including product development, procurement, branding, pricing, merchandising, data analysis, and category management. I like having access to a team of experienced professionals who support me taking on new responsibilities and evolving professionally. 

What's the best advice you ever received? 

My mom once told me: ‘It’s okay to change your mind.’ I’ve always admired her eagerness to learn, both in her career and in life. It’s advice I use often: Remain open to new information and adapt to new opportunities. 

Career highlight/biggest achievement?

I recently took on the role of leading a brand relaunch in the Canadian market. I get the opportunity to flex the versatility of my skills to formulate a strategy, develop campaigns, and collaborate with all departments to redefine the brand's presence. I’m eager to capture the results and witness the impact of our efforts.

What excites you most about the future of this channel?

The opportunity to merge my passion for sustainability with my marketing expertise. In university, I learned about the environmental and social impact of each phase in a product's life cycle. By leading a project within a social entrepreneurship association, I translated this knowledge into action, creating a business that addresses environmental needs. Now, I'm eager to bring this combination of sustainability and marketing to shape product offerings within the channel. 

What will shape the business in the next 5 years?

Better-for-us offerings will significantly shape the business. I keep an eye on emerging trends in the industry, and I’ve seen the rise of sustainability and wellness preferences. Consumers are the driving force behind this, seeking products that align with their values of health and environmental responsibility. The industry is rising to meet this demand, innovating in ways that prioritize sustainability and promote wellness. It’s exciting to be a part of the journey, navigating towards metrics that include impact on both people and the planet.