2025 Star Women in Convenience winner: Leen Alsaffarini

Leen Alsaffarini 

Marketing and Social Media Manager             

Big Chief Meat Snacks Inc.   

How did you get into this business?

I've always been passionate about marketing and communication. The ability to connect with people and show them the value behind a product intrigued me. With my background in art and creative thinking, marketing became a natural extension of my skills. I enjoy crafting out-of-the-box ideas and bringing them to life in ways that resonate with our audience. It’s rewarding to turn concepts into campaigns that people engage with.

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

One of my proudest accomplishments has been leading the rebranding of our packaging, emphasizing our identity as a proudly Canadian brand. This initiative, targeted social media strategies, and creative collaborations significantly boosted engagement across our platforms. It was a team effort and seeing that growth firsthand has been incredibly fulfilling.

What do you like most about your job?

I love raising awareness about our brand and encouraging people to try our products by highlighting what sets us apart. Interacting with customers at events and hearing their feedback firsthand is always energizing. I also value maintaining the image of our company as a family-owned, Calgary-rooted brand. Collaborating with partners and being part of something that people trust and enjoy is what keeps me motivated.

What was the biggest challenge of your career?

One of the biggest challenges was entering the Canadian market with international experience. It took time to prove that my background could bring a fresh perspective and value when tailored to local audiences. Understanding the product and truly listening to the consumer helped me speak their language, both literally and creatively, to build that connection.

What’s the best advice you’ve ever received?

“Be yourself.” That advice has shaped how I show up every day, whether it’s in meetings, at events, or while brainstorming campaigns. When you believe in yourself and stay true to who you are, it builds trust and credibility. The tools and skills can be learned, but authenticity can’t be faked.

What’s your career highlight or biggest achievement?

Being recognized as one of the Women in Convenience winners this year is truly a career highlight. It feels like a meaningful acknowledgment of the hard work that goes into every campaign and strategy. Earning a scholarship to pursue a digital marketing degree at the University of Calgary was another milestone I’m proud of, as it allowed me to continue growing in this field.

What excites you most about the future of this channel?

What excites me most is that there are no limits to creativity in this space. The audience is always evolving, which keeps us on our toes and drives innovation. As long as we stay adaptable and in tune with what our community wants, we can continue to create meaningful content and authentic connections.