BeaverTails announced Michelle Aboud has joined the company as vice president of marketing. As a key member of the leadership team, Aboud will oversee BeaverTails’ marketing and branding efforts and develop communications strategies aimed at strengthening the brand’s presence in Canada. It will also support expansion efforts into new markets.
“I am pleased to welcome Michelle to our leadership team. Her experience working with global brands and her entrepreneurial spirit were a big attraction for us,” says Pino Di Ioia, CEO of BeaverTails. “She is a business-savvy marketer with a deep sense of creativity, which makes her uniquely positioned to lead our marketing efforts at a very exciting time for our company.”
“I am excited to join this iconic Canadian brand. Over the past 45 years, BeaverTails has taken a uniquely Canadian product and built a brand that is both fun and nostalgic. “It is well positioned for innovation and growth in the coming years,” says Aboud. “Now more than ever, marketing will be a key growth driver and I’m thrilled to be leading this effort.”
Prior to BeaverTails, Aboud held numerous leadership positions, including Senior Vice President and Managing Director of McCann Montreal, where she oversaw general operations and worked for clients such as the Royal Canadian Mint, L’Oréal Canada, Nespresso and Export Development Canada. Previously, she worked as a corporate brand strategy consultant for SMEs and global brands across various industries, including luxury personal care brands such as The Art of Shaving. Aboud was also a partner and vice president of account services at Bleublancrouge, where she held senior roles with major accounts such as Sephora, Cadillac Fairview, Desjardins and Cineplex.
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