2025 Star Women in Grocery Award Winner Erika DeHaas (Q&A)
Erika DeHaas
Vice-President, Corporate Marketing
Sobeys Inc.
How did you get your start in the grocery/CPG business?
Prior to joining Empire seven years ago, I started my career in the agency world, which gave me the unique opportunity to work with a wide variety of clients across industries. That exposure opened the door to the corporate side, where I joined Canadian Tire. Retail has always stood out to me as a fast-moving, ever-evolving sector that blends strategy with real-time consumer impact. It was a natural transition to move into the grocery space with Empire, where I took on a role that allowed me to lead digital marketing transformation efforts. What made the move even more exciting was the chance to combine my digital expertise with my background in sports marketing to help build and bring to life Empire’s distinctive sports sponsorship portfolio. This work has been focused on turning fan passion into brand passion, leveraging sport as a powerful platform to differentiate our banners and create deeper, more meaningful connections with our customers. It’s been an incredibly rewarding journey that continues to evolve every day.
What intrigues you about the grocery/CPG business?
What intrigues me most about the grocery industry is the incredibly fast-paced nature of the business. Consumer habits are constantly evolving and there's a unique challenge in staying ahead of those shifts, whether it's responding to seasonal trends, adapting to emerging health and sustainability concerns, or leveraging data to better understand purchasing behaviour.
What do you like most about your job?
What I enjoy most about my role at Empire is the pace and the incredible breadth of work I get to lead. The grocery space moves fast, but what truly drives me is the opportunity to build. Whether it’s launching initiatives or shaping long-term strategy, I love being at the intersection of creativity, innovation and purpose.
I’ve been fortunate to help lead some transformational programs—from launching Atelier, our new in-house creative agency, to championing our digital evolution across banners. I’ve also had the privilege of guiding the development of our brand platforms across multiple banners, ensuring each one connects meaningfully with its customers.
Another passion point for me is our sport sponsorship strategy and finding authentic ways to create standout moments for our banners like spearheading Empire’s partnership with the Canadian Olympic Committee and Paralympic Committee and leading the development of our Feed the Dream campaign.
But something I’m particularity proud of is championing Empire’s Family of Support: Child and Youth Mental Health Initiative. Since 2020, we’ve raised and donated over $21.7 million for 13 children’s hospitals across Canada. It’s work that goes beyond the business—it’s about creating real impact in the lives of families and communities.
What is the most challenging aspect of your job?
One of the most challenging aspects of my job is balancing the pace of innovation with the complexity of a large organization. In grocery, consumer expectations are constantly evolving, whether it’s around emotional or digital experiences, personalization or brand differentiation. There’s always a push to move fast and stay ahead of trends, but bringing that innovation to life across multiple banners, regions and teams requires alignment, co-ordination and change management.
At the same time, that challenge is also what makes the work exciting. It pushes me to think strategically, communicate clearly and build strong cross-functional partnerships to drive results. It’s what keeps me energized and focused on making a meaningful impact.
What habits or mindsets have helped you stay resilient?
Resilience, for me, is deeply tied to leadership. One of the most important mindsets I’ve developed is focusing on building and empowering high-performing teams. When you surround yourself with talented, driven people and create an environment of trust, accountability and shared purpose, it becomes much easier to navigate challenges, together.
I’ve also leaned heavily into a growth mindset. Whether it's adapting to industry shifts or leading through organizational change, I try to see every challenge as a chance to learn and grow—not just for myself, but for my team. Encouraging open dialogue, celebrating small wins and making space for experimentation has helped us stay agile and motivated, even under pressure.
What career advice would you give your younger self?
I’d tell my younger self to be curious, not just ambitious. Early in your career, it’s easy to focus on chasing titles, but the most meaningful growth comes from asking questions, seeking out different perspectives and staying open to experiences that might not fit a traditional path. I’d also emphasize the importance of relationships. The people you surround yourself with—mentors, peers and teams—can shape your journey as much as any role or company. Invest in those connections, because collaboration and trust are the foundation of growth and leadership.
What is the best career advice you have ever received?
The best career advice I’ve ever received is that you are only as strong as your team. No matter how capable or driven you are individually, true success comes from surrounding yourself with a diverse, collaborative team that complements your skills and bring different strengths to the table. As a leader, it’s about recognizing your own limitations and creating an environment where collective talent, trust and shared vision drive high performance. At the end of the day, you can’t do it on your own—your team’s strength is your strength.
What is a fun fact about you?
Growing up, I was a competitive dancer. So, dance has always been a big part of my life. Now, I’m reliving those days as a dance mom to my daughter, cheering her on and staying connected to that world. On top of that, I’m a ski racing and baseball mom to my son. Being a mom is my No. 1, full-time job outside of Empire!
My husband and I make a great team juggling all the competitions, practices, games and weekends on the slopes. It keeps life extra busy, but we love it and wouldn’t change a thing about it.
Click here for the full list of 2025 Star Women in Grocery Award winners.