2024 Star Women in Grocery Award Winner Sarah Bell (Q&A)
Sarah Bell
Sales Director, Grocery
Lindt & Sprüngli Canada
How did you get your start in CPG?
By chance. After graduating from university, I didn’t know what my career path would look like. I didn’t even know what CPG stood for. But, I knew I would end up in business and I wanted to live in Toronto, so I focused on that. After a stint in retail, I started my CPG journey a little later than others as a sales rep in southwestern Ontario, with my eyes set on moving to Toronto and growing my career at head office. Although only a short stint in field sales, I gained such valuable experience on the executional and operational side of the industry, which serves me to this day.
What do you consider your best quality?
Resilience. Being able to overcome challenges personally and professionally, adapt and not give up are the qualities that help me be a more effective leader.
What is the best advice you’ve received?
I regularly seek feedback from peers, mentors and team members. Because of this, I have received a lot of advice over the years. I’m innately a people pleaser and, therefore, I tend to focus too much on constructive feedback, which can derail me from focusing on my goals. In the book Hidden Potential by Adam Grant, he warns that not all advice is created equal and to consider the source when considering your reaction. It’s important to seek feedback from many sources to learn and grow, but identify those coaches in your life that you trust. And when you receive feedback you might not necessarily agree with, it’s important to be self-aware enough to reflect and adapt.
What do you like most about your job?
The people I work with. I’m lucky enough to lead a team of people with diverse backgrounds and talents. The best part of my role is experiencing teammates succeed at achieving their potential. And when I can be a coach on that journey, even better!
What are you passionate about outside of work?
I have two little ones, four and six years old, who take up most of my “free” time. I love being their mom and supporting them as they learn and grow. My No. 1 job is being their mom and ensuring that they grow up to be kind humans and responsible citizens.
What changes are you hoping to make in the sector?
Recently, while participating in an International Women’s Day panel at work, I was asked what the biggest challenge I faced in my career was. In terms of my career trajectory, it was when I started my family and had to go on maternity leave. It felt like my potential dropped and my career growth stunted for the five years I was pregnant and going on leave with my two children. I, like many women who go on maternity leave, had my most productive years preparing for this time and then coming back even more focused and able to prioritize, but on paper my career was not reflective of that. I want to be a champion for women and particularly new mothers to reach their potential when it comes to their professional aspirations before, during and after pregnancy.
Click here for the full list of 2024 Star Women in Grocery award winners.