2026 Star Women in Convenience winner: Milena Trentadue
Milena Trentadue
Managing director
Rothmans Benson & Hedges
What are you most proud of during the last 12-18 months?
Two things. The first is driving change in Canada with less harmful, smoke-free alternatives to cigarettes. As a global company, smoke-free products now generate 43% of total revenue. Second, I’m extremely proud to be part of this change as the first female managing director of Rothmans, Benson & Hedges.
What do you like most about your job?
The ability to shape something that matters—not just the business, but the people inside it. There’s something really powerful about bringing clarity in moments of uncertainty, aligning a team around what’s important now and then watching them go execute at a level they didn’t think was possible.
Biggest career challenge?
Earlier in my career I stepped in to help lead the organization during a leadership gap. That experience taught me that leadership isn’t about title, it’s about showing up, creating alignment and earning credibility in real time.
What’s the best career advice you’ve received?
One of the best pieces of advice I’ve received is not to lose sight of “management by walking around.” In a world that relies heavily on data and dashboards, it’s easy to become disconnected from what’s actually happening on the ground. But the most valuable insights don’t always show up in reports, they come from being present, asking questions and listening.
Nomination highlights
At RBH, Milena Trentadue is a trailblazer for women in leadership and a powerful example of what the Star Women in Convenience Awards represent. After building an accomplished career within the consumer-packaged goods industry, she made history in 2024 by becoming the first female managing director of RBH. Her appointment marked a significant milestone not only for the organization, but also for the broader convenience and nicotine retail industry. Throughout her career, she has consistently challenged the status quo through bold leadership, strategic vision and a commitment to meaningful transformation. She has played a central role in guiding RBH’s transition toward a smoke-free future, helping shift the business from traditional cigarettes toward reduced-risk and smoke-free alternatives such as vaping and heated tobacco products. Her work has helped modernize the company’s commercial strategy while supporting the evolving needs of adult consumers and retail partners across Canada. Prior to becoming managing director, she served as director of commercial deployment, where she led RBH’s Canadian commercial operations, including sales, distribution and revenue management. In that role, she successfully drove organizational transformation initiatives, strengthened operational execution and contributed significantly to the company’s long-term strategic direction. Trentadue leads the commercial, strategic and operational direction of the business in Canada. With more than 25 years of leadership experience across top consumer goods organizations, she is widely recognized as a resilient, collaborative and results-driven executive, heading Philip Morris International’s Canadian affiliate.
Click here for a full list of the 2026 Star Women in Convenience winners
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