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2021 Star Women in Grocery winner Kristina Koprivica (Q&A)

Rising Star

Kristina Koprivica

Corporate director, Marketing
Kruger Products


How did you get into the grocery/CPG business?

I grew up surrounded by the industry. My family has a long tradition of working in retail operations and management and that really laid the groundwork for my interest and understanding of trade, brands, packaging and marketing. I truly feel grocery and CPG is where the magic happens, no matter the consumer demographic, all roads lead to these aisles. For me, it was a natural career direction and an exciting development path.

What are you proudest about in terms of your work?

I have always enjoyed working with brands and products that fulfil an everyday need or solve an everyday problem for consumers, and I’m proud to work in this industry. CPG and grocery are key parts of our lives. When you work in CPG no shopping experience is ever just “shopping,” and even in my personal life I am always on the lookout for incredible displays, category progress and updates, new products and packaging and more. Your eyes are always peeled.

What do you think is your best quality?

Everything starts with my passion and drive. I’m very proud of those two qualities that fuel the work that I do every day—they inform all parts of the job and make me the person I am.

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

To follow my intuition. If something doesn’t seem right chances are it’s not. It took me a while to fully embrace it, and I still find myself in situations where I question my gut. But I do believe that curiosity and human intuition should always inform final insights, even in the most data-driven organizations. Intuitive thinking may just be the secret to the next marketing breakthrough.

What’s the biggest challenge you’ve faced in your career?

I moved to Canada in my early thirties and pressed the reset button on my career. Moving to a new country meant not only having to learn about the new market at a rapid pace, but also quickly embracing new ways of living and re-establishing my career path. I am very grateful for the incredible people who have supported me through my journey and who have helped me achieve career milestones.

What do you like most about your job?

My team. There is no replacement for a great team and there is no way to make up for not having one. Working for an amazing company and great brands is that much better when you have a team of incredible people around you.

Click here for the full list of 2021 Star Women in Grocery award winners.

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