2024 ESG Report
Briar's unconventional climb
September 11, 2025
Briar Doble, senior category director, centre of store for Hard Discount, has been with Loblaw for 15 years, starting through the company’s former 18-month grad program. The program offered full-time employment and rotations across in-store, central merchandising and the role participants ultimately filled.
Her first assignment was merchandising at the Don Mills Superstore, where she learned store operations, set planograms and more. From there, her career took interesting turns - from an associate merchant role in national canned goods to the meat department, handling everything from pork to marinades. She also worked on strategy and projects, helping category directors interpret key data.
As Loblaw evolved, so did Briar’s career. She became an associate merchant for processed meat, then a merchant (later adding poultry). Within two years, she was category director for processed meat and poultry. Two years later came a pivotal lateral move to fresh/frozen seafood. It meant shifting from a higher-volume desk to a lower one at the time, but she was told, “Trust us—we’re moving you for the right reasons.” The experience underscored the value of lateral moves in career development.
Briar says opportunities are presented, and she believes she wouldn’t be where she is if she’d said no. She’s glad she switched things up, even when it meant trying something new. Her attitude is simple: “I’m here, let’s do it.”
Another key lateral move came after maternity leave, when she moved from category director to director, online merchandising, for PC Express (PCX).
It was a significant change: “new building, new office, new people and a different culture.” While she had been a well-regarded category director, she later realized she wasn’t yet ready for a senior director role. The PCX role was exactly what she needed, and 18 months later she was promoted to senior director in that area. It helped her build soft skills and become a better leader and listener. She says lateral moves can make you more effective, teaching humility and trust in the process. “Getting to the next role fast isn’t always the best decision,” she advises. “Focus on the job you’re doing and do it well.”
Briar’s journey also highlights the value of stepping outside your comfort zone. Moving to PCX gave her a broader view of how the company works. She saw how different teams operate and learned what motivates people in different settings. It reinforced that “your team isn’t the centre of the universe,” and that a wider view of the business is critical for success. Today, she is senior category director overseeing multicultural, natural value, milk, eggs, refrigerated juice, condiments, salad fixings and meal makers, a role she has held for three and a half years.
She’s learned something from every leader and mentor. One mentor advised her to “write down what you love doing in a day and what you hate doing in a day,” and to think about the kind of person you want to work for. That clarity helps guide where you truly want to go.
“My 15-year journey at Loblaw has shown me that career growth isn’t a sprint. It’s about nurturing relationships, staying curious and embracing every unexpected turn. That’s how you build a truly rewarding path,” Briar says.
