2025 Star Women in Grocery Award Winner Sasha Jaime (Q&A)
Sasha Jaime
Senior Manager, Loyalty Insights and Analytics
Loblaw
How did you get your start in the grocery business?
My first job was at my local Loblaws store when I was 16. Throughout high school and university, I worked in stores on and off. I never imagined it being where I’d set down roots. Shortly after graduating, I landed a contract opportunity at the Loblaw head office. About a year and a half later, I moved into a full-time role and since then, I’ve been lucky to work in different areas of the business, including central store operations and loyalty.
What do you like most about your current role?
I get to work with a group of smart and talented colleagues to bring everyday value to customers through our loyalty program, PC Optimum. My team and our stakeholders challenge me (in a good way) to think bigger, do better and keep the customer experience at the heart of everything we do.
What is your best quality?
Both personally and professionally, I take a lot of pride in consistently showing up. To me, that means being relentlessly dependable with an open mind and a willingness to help. It has allowed me to build a brand of consistency and reliability at work, while also creating meaningful relationships with those around me.
Why is mentorship important to you, and how do you support others in their careers?
Mentorship has been an invaluable piece of my journey over the last 10 years. I am inherently curious about people’s trajectory and have always been eager to hear about what’s made them successful. I’ve learned so much, whether it be through formal mentorship programs or informal coffee chats with leaders around the business—layering in these learnings into my own leadership style over time. With that in mind, I’ve made an intentional effort to give back to others, especially those early in their careers, both through enterprise-wide initiatives and sharing my experiences one on one. Over the last three years, I’ve been an active member of our Go Further Women pillar at Loblaw—a team of passionate volunteers across the enterprise dedicated to advancing, championing and supporting women at work.
What excites you about the grocery business?
I’ve been passionate about food and people for as long as I can remember. I love the way food brings people together and so many of my favourite memories involve a meal with people I care about.. It’s a privilege being part of an organization that directly impacts the lives of Canadians every single day through groceries. More recently, I’ve been excited about the rapid growth of multicultural merchandising that we’re seeing in the industry, as well as the constant innovation in our stores. I’m most energized by a fast-paced and ever-evolving environment—it’s where I do my best work. The grocery business encompasses all the things that fuel me.
How do you like to spend your time outside of work?
Food, travel and being active! I love trying new restaurants, planning my next trip and staying active through hiking or my favourite spin class.
Anything else you’d like to share?
It’s humbling to be recognized amongst so many inspiring women in the industry. I feel lucky to have had several leaders and colleagues in my corner throughout my career and I hope to continue to give back to others in the same way.
Click here for the full list of 2025 Star Women in Grocery Award winners.