2023 Star Women in Grocery Award Winner Daniela Greaves (Q&A)

Daniela Greaves

Senior Category Director
Loblaw

How did you get your start in the grocery/CPG business?

I graduated from the University of Guelph-Humber with a bachelor’s in business administration. From there, I started my career in fashion retail. I started at Loblaws in 2010 and have been here ever since. I have a passion for retail excellence, creating customer-centric strategies, and I’m committed to Loblaws’ purpose to help Canadians “Live Life Well.”

Tell us about a career highlight/greatest achievement.

Having the responsibility to manage team members has taught me a lot about being a leader. I take pride in building engagement by inspiring creativity and excitement to drive results. Leading initiatives that support local vendors, and actively seeking out new vendors oversees, has provided customers with access to locally made, differentiated assortment while supporting local communities and smaller vendors. I am very proud of my accomplishments and career growth, all while managing a work-life harmony between my love for retail and being a mom to two young children.   

What keeps you motivated at work?

What keeps me motivated is working with great people in a great culture. The culture at work has always encouraged my ability to innovate and try new things. I love collaborating with my team, and mentoring and coaching others.

What is the biggest challenge you have faced in your career?

At the beginning of my career, I struggled to find my own voice in the corporate world. As my career progressed, I built strong relationships, advanced my expertise and gained confidence to overcome that struggle.  

What is the best career advice you have ever received? 

Something I was told that resonated with me throughout my career is you need to learn to be comfortable with being uncomfortable. Breaking out of your comfort zone only makes you stronger. I often tell myself consistency is what transforms average to excellence.

Anything else you’d like to add?

I’ll add some words of wisdom. You can accomplish anything you put your mind to with passion and dedication. Let the wins drive you and the hard times fuel you. And don't forget to share your smile with the world!

Click here for the full list of 2023 Star Women in Grocery award winners.