MONTREAL — Michelle Aboud has joined BeaverTails Canada Inc. as its new vice-president of Marketing. In her role, Aboud will oversee BeaverTails’ marketing and branding efforts and shape communications strategies that will amplify the brand’s presence in Canada. She will also support expansion efforts to new markets.
Prior to joining BeaverTails, Aboud held numerous executive positions including SVP and managing director of McCann Montreal where she oversaw general operations and contributed to accounts such as the Royal Canadian Mint, L’Oréal Canada, Nespresso and Export Development Canada, among others.
“I’m delighted to welcome Michelle to our senior leadership team. Her experience working with global brands as well as her entrepreneurial spirit was a huge draw for us,” says Pino Di Ioia, CEO, BeaverTails. “She is a business-savvy marketer with a deep appreciation for creativity, which makes her uniquely placed to lead our marketing efforts at a very exciting time for our business.”
“I’m excited to be joining the ranks of this iconic Canadian brand. BeaverTails has taken a uniquely Canadian product and built a brand that is both fun and nostalgic over the last 45 years. It’s well positioned for innovation and growth in the coming years,” says Aboud. “Marketing will now more than ever be an important growth driver and I’m thrilled to be leading those efforts.”