2025 Star Women in Convenience winner: Denisse Cieza Guillen

Denisse Cieza Guillen               

National Key Account Manager          

Imperial Tobacco Canada | BAT

How did you get into this business?

I got my start at BAT right after graduating from university in Peru. I had always been drawn to the idea of working for a multinational company. A few years later, I moved to Canada to do my master’s, and after finishing, I was lucky to find an opportunity to rejoin BAT, this time in Canada. BAT is one of the top 10 FMCG companies in the world, and for the past seven years, I have worked in a variety of roles and provinces.

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

As I work in a highly regulated industry, we often face various market disruptions, such as Plain Packaging Regulation, tax increases, and more. Despite these challenges, I take pride in working closely with my customers. Through innovative strategies and a strong focus on speed to market, we have been able to successfully navigate disruptions and grow revenue. By staying proactive and embracing a collaborative approach, I have driven BAT’s market share across my accounts, proving that each disruption is an opportunity to win.

What do you like most about your job?

I love the fast-paced nature of my work and the amazing people I get to collaborate with. I am fortunate to have great business partners and to work in such a supportive environment.

What was the biggest challenge of your career?

Starting over in Canada. I moved from Peru on my own and I had to figure out a new job market, adapt to a different culture and build my career while working in a second language. It tested my resilience, but it also helped me grow into a more adaptable and confident woman.

What’s the best advice you ever received?

Growth happens when you take on challenges you’re not qualified to do: Ever since, I push myself to do different things that get me out of my comfort zone.

What excites you most about the future of this channel?

I would say the way AI is shaping the shopping experience. It is exciting to think about how we can use it to connect with consumers and create tailored experiences that build loyalty. For example, through personalized product recommendations, augmented reality, personalized rewards, etc.