2025 Star Women in Grocery Award Winner Amana Choudry (Q&A)
Amana Choudry
Digital Marketing Specialist
Carlton Cards
How did you get your start in the grocery/CPG business?
I ventured into the grocery/CPG industry about two years ago, and it was a delightful change that allowed me to enter a consumer-driven environment where customer expectations play a crucial role in shaping the business. I was particularly drawn to Carlton Cards because of the human touch and emotional aspect involved in card giving. Connecting with people through thoughtful gestures is something that resonates deeply with me.
What intrigues you about the CPG business?
What intrigues me most about this industry is the dynamic nature of both macro and micro shifts in the social environment and how they directly influence business strategy. Observing these changes and responding to them by crafting tailored solutions keeps me engaged and motivated in this ever-evolving landscape.
What keeps you motivated at work?
Staying motivated at work is effortless when you're in an environment that values teamwork, open communication and support. That every opinion and insight is encouraged and valued not only fosters a sense of belonging, but also motivates me to give my best in every situation. Additionally, the variety in my role and the autonomy it offers keep things fresh and exciting, driving me to tackle challenges head-on.
What do you like most about your job?
What I enjoy most about my job is the level of autonomy and ownership it provides. Being able to devise strategies, execute them with the support of my team, and see the direct impact on our brand's success is incredibly satisfying. It's a testament to Carlton Cards' trust in its employees, which is both empowering and motivating.
What does a typical day look like for you and how do you prioritize your time?
A typical day for me involves brainstorming and implementing different promotions and digital opportunities to engage our customers and attract new ones to our brand. I also oversee the execution of promotional materials, monitor ongoing digital campaigns and develop reviews and action plans accordingly. Staying organized and prioritizing tasks helps me manage my time effectively to keep up with the dynamic nature of the industry.
What is the biggest challenge you have faced in your career?
One of the most significant challenges I've faced in my career was the need to amplify our Canadian voice, while navigating customer perceptions during challenging social and economic times. The task required a delicate balance between maintaining positive customer affirmations and responding to the evolving landscape with agility.
How did you overcome it?
I overcame this challenge by quickly adjusting our creative strategy and materials to ensure we were effectively capturing our customers' voices and needs. By staying attuned to their expectations and maintaining a proactive approach, we successfully navigated the hurdles and reinforced our brand's presence.
What is the most challenging aspect of your job?
The most challenging aspect of my job is the need to stay constantly informed about the ever-changing digital landscape and be prepared for new challenges, such as shifts in digital ad regulations. Staying on top of trends and reacting accordingly requires adaptability and a forward-thinking mindset.
What habits or mindsets have helped you stay resilient?
Maintaining resilience in this fast-paced industry demands a positive mindset and the ability to view setbacks not as failures but as learning opportunities. Embracing challenges as stepping-stones towards growth and development helps me stay motivated and adaptable.
What career advice would you give your younger self?
"Don't let uncertainty hold you back." It's OK not to have all the answers immediately, and it's essential to remember that every day presents a chance to learn and grow. Project confidence, even when unsure, and trust your ability to navigate challenges with determination and perseverance.
What is the best career advice you have ever received?
The best career advice I've ever received is to seek out opportunities for continuous learning and diversify your skills. Embracing new challenges and expanding your knowledge not only keeps you agile in the face of uncertainty, but also fosters personal and professional growth.
What is a fun fact about you?
I have a passion for architecture and enjoy creating 3D renders and models of innovative buildings and unique spatial environments. This hobby allows me to explore my creative side, while staying inspired by the boundless possibilities of design and innovation.
Click here for the full list of 2025 Star Women in Grocery Award winners.