2026 Star Women in Convenience winner: Iryna Korzh

Iryna Korzh

Trade activation manager

Rothmans, Benson & Hedges 

How did you get into this business? 

I’ve always been passionate about learning new skills, discovering new countries and meeting new people. I’ve lived and worked in six countries in various roles, which has shaped my journey. A big part of my career at Philip Morris International was in marketing, where I moved from brand manager in Switzerland to head of marketing for Caucasus markets. Later, I moved into the commercial team being responsible for retail activation in Ukraine, and then to Canada, continuing my learning journey across markets, cultures and perspectives.

What are you most proud of in the last 12–18 months? 

I’m very proud of building a new approach to retail analysis and activation through a trade segmentation model. This work was based on deep analysis of the Canadian retail universe using different data sources, demographic data, sales performance and retailer engagement with our company and products. It was a challenging but very rewarding experience to translate this into a practical business tool. The result is a new capability for RBH that allows us to prioritize investments more strategically and identify high-potential stores.

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

It comes from a Lewis Carroll quote: ‘It takes all the running you can do to stay in the same place. If you want to get somewhere else, you must run at least twice as fast.’ This has always resonated with me, especially in a fast-changing retail environment. Markets evolve quickly, consumer expectations shift and competitors continuously bring new ideas. To succeed, it’s not enough to maintain what you have, you need to constantly learn, adapt and grow.

What do you like most about your job? 

What I enjoy most is working with people in such a diverse environment. The mix of perspectives, experiences and ways of thinking makes our collaboration much more interesting and insightful. It often challenges me to look at things differently and helps us make better decisions. I also really enjoy leading and supporting my team. Seeing people grow, develop their skills and gain confidence over time is very rewarding. Being able to contribute to their progress, even in small ways, brings me a lot of satisfaction.