Available to hire
I am a dynamic, results-driven leader with 20+ years of international experience building and scaling global brands across performance sports, sportswear, lifestyle fashion, grocery, and FMCG sectors. I excel at leading cross-functional teams and executing strategic product, marketing, and sales initiatives in both domestic and global markets. I’m passionate about turning data into actionable strategies that drive sustainable brand growth while delivering lasting consumer value.
Based in Montreal, I collaborate with executive stakeholders to define roadmaps, optimize go-to-market plans, and deliver measurable business impact through integrated brand, content, and digital marketing programs.
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Language
French
Fluent
English
Fluent
German
Intermediate
Spanish; Castilian
Intermediate
Work Experience
Senior Director, Global Brand Marketing at PsychoBunny
October 1, 2023 - PresentLed a 22-person team in developing and executing the strategic brand direction, significantly driving commercial and awareness growth across digital and traditional marketing channels. Resulted in annual sales of $350M with +5% year-over-year growth.
Global Brand & Content Strategy, Can-Am at Bombardier Recreational Products
October 1, 2023 - September 9, 2025Led a 14-person team to architect and implement the regional editorial and storytelling strategy for the Can-Am ONRD brand, including the local go-to-market launch plan for the electric motorcycle lineup as BRP’s first electric vehicle offering.
Lead Business Development & Strategic Planning Latin America at adidas
September 1, 2020 - September 9, 2025Spearheaded the Senior Leadership Team’s operating rhythm to support the Managing Director in achieving LATAM commercial agenda (€1.8B annual revenue). Initiated the ‘strategylocalization’ in the regional hub of Panama and led the execution of the strategic project portfolio across all LATAM countries.
Global Marketing Head Office Lead at adidas
July 1, 2019 - September 9, 2025Acted as Chief of Staff for the Global Marketing organization (750 people), supporting the Global Marketing SVP & CMO in defining marketing strategy planning and driving market execution of the adidas brand's 5-year SBP, achieving +40% NS growth (2019 vs. 2015). Championed the optimization of the brand planning milestone process, including a new communications architecture framework (Blockbuster) and global MWB allocation (€3B).
Global Brand Marketing Director Reebok- CCM Hockey division at Reebok- CCM (adidas)
October 1, 2015 - September 9, 2025Developed and executed global strategic marketing and product launch plans for Reebok and CCM Hockey, driving market share growth from 0% to 25% for RBK Hockey and turning CCM’s hockey business around (from 10% to 40%, $80M to $320M in sales). Launched the CCM RBZ hockey stick franchise (share 8% to 35%, sales from $16M to $70M). Directed high-profile NHL activations and Olympic/All-Star events, leading a cross-functional team of 17 and an in-house brand marketing design studio.
National Brand Manager / Brand Manager Heineken Caribbean / Event Manager at Molson-Coors/Heineken
January 1, 2007 - September 9, 2025Repositioned Rickard’s brand to reverse a negative trend (+18% in 2007 vs. -9% in 2005). As Brand Manager Heineken Caribbean, realigned the market to reverse negative sales trend in Guadeloupe (-3% to +3% YOY). As Event Manager, led the centennial plan activation for Molson Export in 2003 and field activation for events and on-premise promotions.
Senior Director, Global Brand Marketing at PsychoBunny
October 1, 2023 - PresentDirected a team of 22 professionals in developing and executing the strategic brand direction, significantly driving commercial & awareness growth across all digital and traditional marketing channels. (Annual sales $350M, +5% YOY).
Global Brand & Content Strategy at Bombardier Recreational Products (BRP) - Can-Am
October 1, 2023 - September 9, 2025Led a team of 14 in architecting and implementing the regional editorial and storytelling strategy for the Can-Am ONRD brand, including the local go-to-market launch plan for the electric motorcycle lineup as BRP's first electric vehicle offering.
Lead Business Development & Strategic Planning, Latin America at adidas
September 1, 2020 - September 9, 2025Spearheaded the Senior Leadership team's operating rhythm in support to the Managing Director to achieve LATAM commercial agenda (€1.8B annual revenue). Initiated strategy localization in the regional hub of Panama and led execution of strategic project portfolio across all LATAM countries with adidas offices. Pioneered transformational brand programs such as omnichannel assortment planning, Digital Partner Commerce and a region-wide marketing agency review to optimize. Overseen the LATAM Business development team of 16 across 7 countries.
Global Marketing Head Office Lead at adidas
July 1, 2019 - September 9, 2025Acted as Chief of Staff for the Global Marketing organization (750 people), supporting the Global Marketing SVP & CMO in defining marketing strategy planning and driving market execution of the Adidas brand's 5-year SBP (achieving +40% NS growth 2019 vs. 2015). Championed the optimization of the brand planning milestone process, including a new communications architecture framework (Blockbuster) & global MWB allocation (€3 Bn).
Global Brand Marketing Director, Reebok- CCM Hockey division at adidas (Reebok- CCM Hockey division)
October 1, 2015 - September 9, 2025Developed and executed global strategic marketing and product launch plans for Reebok and CCM Hockey, driving market share growth from 0 to 25% for RBK Hockey and CCM's turnaround from 10% to 40% ($80M to $320M) in 3 years. Launched the CCM RBZ hockey stick franchise, increasing market share from 8% to 35% and sales from $16M to $70M. Directed high-profile NHL activations and Olympics/All-Star events, while leading a cross-functional team of 17, including an in-house brand marketing design studio.
National Brand Manager / Brand Manager Heineken Caribbean / Event Manager at Molson Coors / Heineken
January 1, 2007 - September 9, 2025National Brand Manager for Rickard's, repositioning the brand to reverse a negative sales trend (-9% to +18% in 2007 vs 2005). Brand Manager Heineken Caribbean (Guadeloupe), realigned the market to reverse a negative trend from -3% to +3% YoY (2004 vs 2003). Event Manager, led the centennial activation for Molson Export in 2003 and managed the field activation team for Events & On-premise promotions.
Senior Director, Global Brand Marketing at PsychoBunny
October 1, 2023 - PresentDirected a team of 22 professionals in developing and executing the strategic brand direction, significantly driving commercial and awareness growth across all digital and traditional marketing channels (Annual sales $350M, +5% YOY).
Global Brand & Content Strategy at Bombardier Recreational Products (BRP) - Can-Am
October 1, 2023 - September 9, 2025Led a team of 14 professionals in architecting and implementing the regional editorial and storytelling strategy for the Can-Am ONRD brand, including the local go-to-market launch plan for the electric motorcycle line-up as BRP’s first electric vehicle offering.
Lead Business Development & Strategic Planning Latin America at adidas
September 1, 2020 - September 9, 2025Spearheaded the Senior Leadership team’s operating rhythm in support of the Managing Director to achieve LATAM commercial agenda (€1.8B annual revenue). Initiated the strategy localization in the regional Hub of Panama and led execution of strategic project portfolio across all Latin American countries; pioneered transformational brand programs such as omnichannel assortment planning, Digital Partner Commerce, and a region-wide marketing agency review; oversaw LATAM Business Development team of 16 across 7 countries.
Global Marketing Head Office Lead at adidas
July 1, 2019 - September 9, 2025Acted as Chief of Staff for the Global Marketing organization (750 people), supporting the Global Marketing SVP & CMO in defining marketing strategy planning and driving market execution of the adidas brand's 5-year SBP, achieving +40% NS growth 2019 vs. 2015. Championed the optimization of the brand planning milestone process, including a new communications architecture framework (Blockbuster) and global MWB allocation (€3 Bn).
Global Brand Marketing Director - Reebok/ CCM Hockey at adidas (Reebok- CCM Hockey division)
October 1, 2015 - September 9, 2025Developed and executed global strategic marketing and product launch plans for Reebok and CCM Hockey, driving market share growth from 0 to 25% for RBK hockey and leading CCM’s turnaround from 10% to 40% ($80M to $320M) in 3 years. Launched the CCM RBZ hockey stick franchise, increasing market share from 8% to 35% and sales from $16M to $70M. Directed high-profile NHL activations, including Olympics and All-Star events, while leading a cross-functional team of 17, including an in-house brand marketing design studio.
National Brand Manager / Brand Manager Heineken Caribbean / Event Manager at Molson-Coors/Heineken
December 31, 2007 - September 9, 2025As National Brand Manager, repositioned Rickard’s brand portfolio to reverse a negative trend in sales (-9% to +18%) (2007 vs 2005). As Brand Manager Heineken Caribbean, activated market realignment to reverse a negative trend in Guadeloupe (-3% to +3%) (YOY 2004 vs 2003). As Event Manager, led brand activation around Molson Export centennial plan in 2003 and led field activation team for events and on-premise promotion.
Senior Director, Global Brand Marketing at PsychoBunny
October 1, 2023 - PresentDirected a team of 22 professionals in developing and executing the strategic brand direction, significantly driving commercial and awareness growth across all digital and traditional marketing channels. (Annual sales $350M, +5% YOY).
Global Brand & Content Strategy at Bombardier Recreational Products (BRP) – Can-Am
October 1, 2023 - September 9, 2025Led a team of 14 professionals in architecting and implementing the regional editorial and storytelling strategy for the Can-Am ONRD brand, including the local go-to-market launch plan for the electric motorcycle lineup as BRP's first electric vehicle offering.
Lead Business Development & Strategic Planning - Latin America at adidas
September 1, 2020 - September 9, 2025Spearheaded the Senior Leadership team's operating rhythm in support of the Managing Director in achieving LATAM commercial agenda (€1.8Bn annual revenue). Initiated strategy localization in the regional hub of Panama and led execution of strategic project portfolio across all LATAM countries with adidas offices. Pioneered transformational brand programs such as omnichannel assortment planning, Digital Partner Commerce and a region-wide marketing agency review to optimize. Oversaw the LATAM Business development team of 16 across 7 countries.
Global Marketing Head Office Lead at adidas
July 1, 2019 - September 9, 2025Acted as Chief of Staff for the Global Marketing organization (750 people), supporting the Global Marketing SVP & CMO in defining marketing strategy planning and driving market execution of the adidas brand's 5-year SBP (achieving +40% NS growth 2019 vs. 2015). Champion the optimization of the brand planning milestone process, including a new communications architecture framework (Blockbuster) & global MWB allocation (€3 Bn).
Global Brand Marketing Director Reebok- CCM Hockey division at adidas- Reebok / CCM Hockey
October 1, 2015 - September 9, 2025Developed and executed global strategic marketing and product launch plans for Reebok and CCM Hockey, driving market share growth from 0 to 25% for RBK hockey and CCM’s turnaround from 10% to 40% ($80M to $320M) in 3 years. Launched the CCM RBZ hockey stick franchise with TaylorMade, increasing market share from 8% to 35% and sales from $16M to $70M. Directed high-profile NHL activations (featuring stars) including Olympics and All-Star events, while leading a cross-functional team of 17, including an in-house brand marketing design studio.
National Brand Manager at Molson Coors / Heineken (Rickard’s)
January 1, 2007 - September 9, 2025Led Rickard’s brand portfolio repositioning to reverse negative sales trend from -9% to +18% (2007 vs 2005).
Brand Manager - Heineken Caribbean at Molson Coors / Heineken Caribbean (Guadeloupe)
January 1, 2007 - September 9, 2025Activated market realignment plan to reverse negative sales trend in Guadeloupe from -3% to +3% YOY (2004 vs 2003).
Event Manager at Molson Export (Molson Coors)
December 31, 2003 - September 9, 2025Led the brand activation around the centennial plan for Molson Export in 2003 and implemented the field activation team for events and on-premise promotion.
Senior Director, Global Brand Marketing at PsychoBunny
October 1, 2023 - PresentLed a 22-person team to develop and execute the strategic brand direction, driving growth across digital and traditional marketing channels. Managed brand equity, campaigns, and performance metrics to support annual sales of $350M with +5% YoY.
Global Brand & Content Strategy at Bombardier Recreational Products (BRP) – Can-Am
October 1, 2023 - September 9, 2025Led a 14-member team in architecting regional editorial and storytelling strategy for Can-Am ONRD, including a local go-to-market launch plan for BRP’s first electric vehicle offering.
Lead Business Development & Strategic Planning, Latin America at adidas
September 1, 2020 - September 9, 2025Spearheaded LATAM Senior Leadership operating rhythm to support the Managing Director in delivering the commercial agenda (€1.8B revenue). Initiated regional localization from Panama and steered a portfolio of strategic projects across LATAM; pioneered omnichannel assortment planning, Digital Partner Commerce, and a regional marketing agency review.
Global Marketing Head Office Lead at adidas
July 1, 2019 - September 9, 2025Acted as Chief of Staff for global marketing (750 people), helping define strategy and drive execution of adidas’ 5-year SBP; improved the brand planning milestone process with a new communications architecture (Blockbuster) and managed MWB allocation (€3B).
Global Brand Marketing Director, Reebok- CCM Hockey at adidas (Reebok- CCM Hockey division)
October 1, 2015 - September 9, 2025Developed and executed global marketing and product launch plans for Reebok and CCM Hockey, growing RBK hockey market share from 0% to 25% and CCM’s hockey share from 10% to 40% ($80M to $320M in sales). Launched the CCM RBZ hockey-stick line with TaylorMade; led NHL activations and Olympics/All-Star events with a 17-person cross-functional team.
National Brand Manager, Rickard’s at Molson Coors / Heineken
January 1, 2007 - September 9, 2025Repositioned Rickard’s brand, reversing a sales decline from -9% to +18%.
Brand Manager Heineken Caribbean at Molson Coors / Heineken
January 1, 2007 - September 9, 2025Activated market realignment in Guadeloupe, reversing a negative trend from -3% to +3% YoY (2004 vs 2003).
Event Manager at Molson Coors / Heineken
December 31, 2003 - September 9, 2025Led the centennial brand activation plan for Molson Export in 2003 and built the field activation team for events and on-premise promotions.
Senior Director, Global Brand Marketing at PsychoBunny
October 1, 2023 - PresentDirected a team of 22 professionals in developing and executing the strategic brand direction, significantly driving commercial & awareness growth across all digital and traditional marketing channels. (Annual sales $350M, +5% YOY)
Global Brand & Content Strategy at Bombardier Recreational Products (BRP) – Can-Am
October 1, 2023 - September 9, 2025Led a team of 14 professionals in architecting & implementing the regional editorial and storytelling strategy for the Can-Am ONRD brand, including the local go-to-market launch plan for the electric motorcycle lineup as BRP’s first electric vehicle offering.
Lead Business Development & Strategic Planning - LATAM at adidas
September 1, 2020 - September 9, 2025Spearheaded the Senior Leadership team’s operating rhythm in support to the Managing Director in achieving LATAM commercial agenda (€1.8Bn annual revenue). Initiated the 'strategy localization' in the regional hub of Panama and led execution of strategic project portfolio across all countries of Latin America with adidas offices. Pioneered transformational brand programs such as omnichannel assortment planning, Digital Partner Commerce and a region-wide marketing agency review to optimize. Oversaw the LATAM Business development team of 16 people across 7 countries.
Global Marketing Office Lead / Chief of Staff at adidas – Global Marketing
July 1, 2019 - September 9, 2025Acted as Chief of Staff for the Global Marketing organization (750 people), supporting the Global Marketing SVP & CMO in defining marketing strategy planning and driving market execution of the adidas brand's 5-year SBP (achieving +40% NS growth 2019 vs. 2015). Championed the optimization of the brand planning milestone process, including a new communications architecture framework (Blockbuster) & global MWB allocation (€3 Bn).
Global Brand Marketing Director – Reebok CCM Hockey division at adidas (Reebok- CCM Hockey)
October 1, 2015 - September 9, 2025Developed and executed global strategic marketing and product launch plans for Reebok and CCM Hockey, driving market share growth from 0 to 25% for RBK hockey and leading CCM’s turnaround from 10% to 40% ($80M to $320M in sales) in 3 years. Launched the CCM RBZ hockey stick franchise with TaylorMade, increasing market share from 8% to 35% and sales from $16M to $70M. Directed NHL activations (Crosby, Ovechkin, McDavid and Price), including Olympics and All-Star events, while leading a cross-functional team of 17, including an in-house brand marketing design studio.
National Brand Manager at Molson Coors / Heineken
January 1, 2007 - September 9, 2025Led Rickard’s brand portfolio repositioning to reverse a negative sales trend from -9% to +18% (2007 vs 2005).
Brand Manager Heineken Caribbean at Molson Coors / Heineken
January 1, 2007 - September 9, 2025Activated the Guadeloupe market realignment to reverse a negative sales trend from -3% to +3% (YOY 2004 vs 2003).
Event Manager at Molson Coors / Heineken
January 1, 2007 - September 9, 2025Led the brand activation around the centennial plan for Molson Export in 2003 and implemented the field activation team for Events & On-premise promotions.
Senior Director, Global Brand Marketing at PsychoBunny
October 1, 2023 - PresentDirected a team of 22 professionals in developing and executing the strategic brand direction, significantly driving commercial and awareness growth across all digital and traditional marketing channels (Annual sales $350M, +5% YoY).
Global Brand & Content Strategy at Bombardier Recreational Products
October 1, 2023 - September 9, 2025Led a team of 14 professionals in architecting and implementing the regional editorial and storytelling strategy for the Can-Am ONRD brand, including the local go-to-market launch plan for the electric motorcycle line-up as BRP’s first electric vehicle offering.
Lead Business Development & Strategic Planning Latin America at adidas
September 1, 2020 - September 9, 2025Spearheaded the Senior Leadership team’s operating rhythm in support to the Managing Director in achieving LATAM commercial agenda (€1.8Bn annual revenue). Initiated the strategy localization in the regional Hub of Panama and led execution of strategic project portfolio across all countries of Latin America with adidas offices. Pioneered transformational brand programs such as omnichannel assortment planning, Digital Partner Commerce and a region-wide marketing agency review to optimize.
Global Marketing Head Office Lead at adidas
July 1, 2019 - September 9, 2025Acted as Chief of Staff for the Global Marketing organization (750 people), supporting the Global Marketing SVP & CMO in defining marketing strategy planning and driving market execution of the adidas brand's 5-year SBP (achieving +40% NS growth 2019 vs. 2015). Championed the optimization of the brand planning milestone process, including a new communications architecture framework (Blockbuster) & global MWB allocation (€3 Bn).
Global Brand Marketing Director, Reebok- CCM Hockey division at adidas
October 1, 2015 - September 9, 2025Developed and executed global strategic marketing and product launch plans for Reebok and CCM Hockey, driving market share growth from 0 to 25% for RBK hockey and CCM’s turnaround from 10% to 40% (from $80M to $320M in sales) in 3 years. Launched the CCM RBZ hockey stick franchise with TaylorMade, increasing market share from 8% to 35% and sales from $16M to $70M. Directed NHL activations (Crosby, Ovechkin, McDavid, Price) including Olympics and All-Star events, leading a cross-functional team of 17 with an in-house brand marketing design studio.
National Brand Manager at Molson-Coors/Heineken
January 1, 2007 - September 9, 2025Led Rickard’s brand portfolio repositioning to reverse negative trend in sales from -9% to +18% (2007 vs 2005).
Brand Manager Heineken Caribbean at Molson-Coors/Heineken
December 31, 2004 - September 9, 2025Activated the market realignment plan to reverse negative sales trend in Guadeloupe from -3% to +3% (YoY 2004 vs 2003).
Event Manager at Molson-Coors/Heineken
December 31, 2003 - September 9, 2025Led the brand activation around the centennial plan for Molson Export in 2003 and implemented the field activation team for Events & On-premise promotion.
Education
Executive development program at Harvard Business School
January 1, 2019 - January 1, 2019Master of Business Administration (MBA) in Marketing at Université de Sherbrooke
January 1, 2000 - September 9, 2025Bachelor of Science in Business Administration (BAA) at HEC Montréal
January 1, 1999 - September 9, 2025ERASMUS International management Foreign student program at ESC Bordeaux
January 1, 1998 - September 9, 2025Executive Development Program at Harvard Business School (USA)
January 1, 2019 - January 1, 2019Master of Business Administration (MBA) - Marketing at Sherbrooke University (Canada)
January 1, 2000 - January 1, 2000Bachelor of Science in Business Administration (BAA) at HEC Montreal (Canada)
January 1, 1999 - January 1, 1999International Management ERASMUS at ESC Bordeaux (France)
January 1, 1998 - January 1, 1998Executive development program at Harvard Business School
January 1, 2019 - September 9, 2025Master of Business Administration (MBA) at Sherbrooke University
January 1, 2000 - September 9, 2025Bachelor of Science in Business Administration (BAA) at HEC Montreal
January 1, 1999 - September 9, 2025ERASMUS International Management Program at ESC Bordeaux
January 1, 1998 - September 9, 2025Executive development program at Harvard Business School
January 1, 2019 - September 9, 2025Master of Business Administration (MBA) - Marketing at University of Sherbrooke
January 1, 2000 - September 9, 2025Bachelor of Science in Business Administration (BBA) at HEC Montreal
January 1, 1999 - September 9, 2025International management ERASMUS Foreign student program at ESC Bordeaux
January 1, 1998 - September 9, 2025Executive development program at Harvard Business School
January 1, 2019 - September 9, 2025Master of Business Administration (MBA) - Marketing at Sherbrooke University
January 1, 2000 - September 9, 2025Bachelor of Science in Business Administration (BBA) at HEC Montreal
January 1, 1999 - September 9, 2025ERASMUS International Management at ESC Bordeaux
January 1, 1998 - September 9, 2025Executive development program at Harvard Business School (USA)
January 1, 2019 - September 9, 2025Master of Business Administration - Marketing at Sherbrooke University (Canada)
January 1, 2000 - September 9, 2025Bachelor of Science in Business Administration (BBA) at HEC Montreal (Canada)
January 1, 1999 - September 9, 2025International management ERASMUS Foreign student program at ESC Bordeaux (France)
January 1, 1998 - September 9, 2025Executive Development Program at Harvard Business School
January 1, 2019 - September 9, 2025Master of Business Administration (MBA) in Marketing at Sherbrooke University
January 1, 2000 - September 9, 2025Bachelor of Science in Business Administration (BAA) at HEC Montreal
January 1, 1999 - September 9, 2025ERASMUS International Management Program at ESC Bordeaux
January 1, 1998 - September 9, 2025Qualifications
Executive Development Program
January 1, 2019 - January 1, 2019Master of Business Administration (MBA) - Marketing
January 1, 2000 - January 1, 2000Bachelor of Science in Business Administration (BAA)
January 1, 1999 - January 1, 1999International Management ERASMUS
January 1, 1998 - January 1, 1998Industry Experience
Media & Entertainment, Consumer Goods, Retail, Manufacturing, Professional Services, Software & Internet, Travel & Hospitality, Other, Wholesale & Distribution
Skills
Experience Level
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Expert
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
Intermediate
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