2026 Star Women in Convenience winner: Jini Lee
Jini Lee
Area commercial supervisor
Rothmans, Benson & Hedges
How did I get into this business?
Honestly, my journey began because I wanted to be part of a company making the transformation from cigarettes to smoke-free products, including heated tobacco. It was a natural progression from being passionate about the potential of smoke-free products to becoming part of the team behind the brand.
What do I like most about my job?
The best part is connecting with people from all over BC. It’s rewarding to collaborate with diverse groups and celebrate our achievements together as a team. Every day brings new opportunities to learn, share and grow alongside amazing colleagues.
What’s the best career advice you’ve received?
‘Be comfortable being uncomfortable.’ This mantra has pushed me to face challenges head-on, embrace them and see each as a privilege to learn and develop further.
What excites me most about the future of this channel?
I truly believe that a smoke-free Canada is within reach. There’s something incredibly exciting about being part of a team that’s driving this meaningful change.
Nomination highlights
Jini Lee has worked in the convenience industry for the past five years with a strong focus on customer centricity and delivering exceptional service as an RBH representative. Throughout her tenure, she has consistently created a positive impact with retail partners by building strong relationships, identifying growth opportunities and helping customers grow their business through the RBH portfolio. Today, she leads a team of eight territory executives who support more than 1,200 retail locations across British Columbia. She has played a key leadership role in several important initiatives, including organizing and executing the Parkland [now Sunoco] Western Canada management engagement in 2025, leading RBH participation at Circle K and Canco trade shows and serving as an internal ambassador for Petro-Canada. She also led the general trade visibility pilot and helped implement the new operating model focused on delivering best-in-class retailer experiences through both face-to-face and remote engagement. Her responsibilities include leading customer relationships, stakeholder engagement, trade program execution and service excellence across a large retail network. Lee works closely with cross-functional teams and operational leaders across key accounts, including 7-Eleven, Circle K, Petro-Canada, Shell, Sunoco and Canco, to ensure strong collaboration and execution. She continues to lead with a customer-first mindset, always looking for new ways to strengthen partnerships and improve retailer engagement.
Click here for a full list of the 2026 Star Women in Convenience winners
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