2025 Star Women in Convenience winner: Denika Weir-Cotnoir

Denika Weir-Cotnoir 

Market Director, Atlantic Canada     

PepsiCo Beverages Canada

How did you get into this business? 

I initially wanted to be a social worker. In my final year, I participated in a business plan competition and met a senior leader at PepsiCo who inspired me to take a different path after hearing about his career and experience. He was so passionate about the application of learning and people leadership, and it resonated with me. I started with PepsiCo a few months later when a sales role opened.  

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

The completion of a few key operational projects we executed to transform our business. In addition to their success, I’m most proud of how the leaders came together through them for their peers and their teams. These were not easy or small projects, but the team handled them with detailed focus and professionalism while still managing the everyday business.

What do you like most about your job?

The people and the challenge. I have worked with many teams, and the people of PepsiCo are the best of the best; care, commitment and continued drive to learn. In a competitive market, being part of this best-in-class team makes each day feel like a new experience and opportunity to think differently.

What was the biggest challenge or your career? What did you learn?

My first move within PepsiCo. It combined learning a new role and business with being away from family, friends and a familiar market. I would also credit it with being one of the most impactful decisions of my life. It transformed what I knew about the way we operate, different markets, my network and created amazing memories for me personally as well.

What's the best advice you ever received? 

‘Nothing grows in the comfort zone’ was a message our HR VP used to share, and it really resonated with me. The moments where I’ve stepped out of my comfort zone were the ones that gave me the most growth. There’s a lot of joy found in developing yourself professionally. Acknowledging these moments as inherently positive and important ones, changed my mindset and has helped me embrace moments of uncertainty.

What's your career highlight/biggest achievement?

Returning to my roots to lead the incredible Atlantic Canada PepsiCo Beverages team. It’s an honour to lead this amazing team and build a winning business in my hometown market.

What excites you most about the future of this channel? 

The constant evolution of this business. We see store owners and operators continually find new ways to innovate for Canadians in their neighbourhoods. From product assortment, points programs, technology, and breadth of offerings, these stores have embraced being both the local corner stores and the innovative spaces for new consumers and travellers. I am excited to see how this continues to evolve over time.

What trend or innovation will shape the business in the next three years?

Technological shifts will continue to shape the business both in enhancements for operations behind the scenes and for consumers.

Anything else you would like to add?

Just a thank you! It’s an honour to be recognized among female leaders in this field, and I am so appreciative.