2026 Star Women in Convenience winner: Pia Seeger
Pia Seeger
Trade marketing manager
Trajectory Beverage Partners
How did you get into this business?
One of my summer jobs during university was working the tasting bar and leading tours at a winery in Niagara, Ont. Growing up in the region, farming is the heartbeat of Niagara, and it wasn’t long before I realized a huge passion for the wine industry, both locally and globally. I decided right then that I wanted to talk about this industry each and every day of my professional career!
What are you most proud of during the last 12-18?
Trade Marketing brings brands to life. The work we create not only connects consumers to our products, but also to the many people behind them—from growers and producers to winemakers and distributors, as well as retail partners and operators. I’m super passionate about helping tell that story in a way that inspires greater curiosity, appreciation and care for our industry. When you pour so much of yourself into everything you work on, you are proud of it all—big or small.
What do you like most about your job?
Each week is different; consumer trends—along with how we respond and generally show up in market—evolve all the time. Flexing the creative muscles and coming up with fresh and engaging programs as a team that resonate with consumers is easily my favourite.
What was the biggest challenge of your career?
The changing retail landscape in the last few years for beverage alcohol and its expansion into convenience has meant lots of learning between the convenience industry and us as beverage-alcohol producers/agents. This has first and foremost taught me to be flexible, but overall has opened the door to new ideas, new points of distribution and new ways to show up in market. But not until after plenty of the proverbial handholding!
Best advice you received?
Life is about staying curious, remaining open to learning and letting creativity be the engine behind it all. Having a glass of good wine along the way doesn’t hurt either.
Career highlight?
I’ve been a part of teams that have successfully brought trailblazing products to market—brands that have helped reshape consumer categories. In each instance, with each brand, when something really resonates with the consumer that you’ve poured your passion and energy into that simultaneously delivers measurable results—that’s a meaningful feather-in-the-cap feeling.
What excites you most about the future of this channel?
All the possibilities! Beverage alcohol and convenience are entering a new era; new product categories and new SKUs, better access and new ways of collaborating. I’m really looking forward to the exciting retail landscape ahead of us.
Nomination highlights
The results-driven leadership Pia Seeger brings to the convenience channel every day makes her an outstanding Star Women in Convenience. She has a strong ability to translate brand strategy into impactful, practical programs that deliver meaningful commercial results for operators and partners alike. Highly collaborative and solutions-oriented, she is trusted to move initiatives forward with clarity, focus and professionalism. Beyond her role, she is also a generational grape grower and the only female member of her board, reflecting both her leadership and deep commitment to the Ontario wine industry. Her advocacy for local wine producers and her passion for elevating Ontario brands within convenience make her a standout contributor to the industry. Seeger has successfully led key convenience marketing initiatives, including targeted e-blasts, retail programs and in-store activations that supported increased distribution and improved rate of sale. As trade marketing manager, she oversees the execution of convenience marketing programs, collaborates with internal and external partners and ensures brand initiatives are effectively adapted for the convenience environment. Her influence spans channel strategy, marketing priorities and cross-functional collaboration, helping strengthen retailer engagement and overall channel performance.
Click here for a full list of the 2026 Star Women in Convenience winners
Be there when the industry comes together in-person to celebrate at the Star Women in Convenience Awards Event.