Michelle Vallee

Senior B2B marketing executive with 20+ years leading growth, brand, product, digital marketing, CRM adoption and commercial transformation across manufacturing, consumer goods and complex service environments. Proven success building and coaching teams, launching new products, opening strategic retail and distribution channels, and turning marketing into a measurable growth function. Seeking fractional or interim CMO / senior marketing leadership mandates where an organization needs strategic direction, hands-on leadership and fast execution without a full-time executive hire.

Marketing Director at ROBOTIQ (2024-01 – 2026-03)

• Led a nine-person multifunctional team including Lead Generation, CRM Administration, Product Marketing, Communications and Business Development Representatives, with a mandate focused on qualified demand generation and sales growth.
• Drove major HubSpot CRM optimization and workflow automation initiatives to improve lead management, internal efficiency and marketing-sales alignment.
• Doubled SQL volume in two years while operating with approximately two-thirds of the prior marketing budget.
• Supported global commercial growth in a software-driven robotics company serving international markets across AME, EMEA and APAC.

Sales & Marketing Director at FDMT (2021-10 – 2024-01)

• Led the sales and marketing team across channels while maintaining cohesive brand positioning and commercial focus.
• Defined strategies that opened retail accounts with Costco, Walmart and drugstore chains.
• Developed a new product category and brand to accelerate growth.

Marketing Director at CASCADES (2021-01 – 2021-10)

• Implemented HubSpot and trained the team on the platform.
• Initiated the organization's first digital marketing plan to support customer acquisition and brand visibility.
• Developed and commercialized an innovative recyclable insulated-box offer for the North American meal-kit market.

Organizational & Digital Director at SOPREMA (2019-01 – 2020-11)

• Delivered end-to-end customer-journey insights and execution plans to improve customer experience.
• Implemented Salesforce and trained the national sales team.
• Led digital transformation initiatives and directed the Business Intelligence, Data Master and CRM team.

Marketing Director at SOPREMA (2015-01 – 2018-12)

• Reengineered the global marketing department into a revenue-generating function; led 12 marketing professionals.
• Managed a $3M marketing budget and launched social media, advertising and digital demand-generation strategies.
• Introduced HubSpot and Pardot; increased spontaneous brand awareness by 300% and strengthened content-led market positioning.

Project Manager at YVES ROCHER (2013-10 – 2014-12)

• Developed the wholesale distribution strategy for pharmacies and executed the rollout with national groups including PJC and Rexall.

Marketing Director, Wholesale Canada at MAAX (2010-01 – 2013-09)

• Established pricing, brand and commercial marketing strategies.
• Increased distributor sales and brand visibility by 20% through commercial and advertising programs.
• Built a business case that rationalized the product offering by 40%, improving productivity by 20%.

Product Business Director at MAAX (2005-01 – 2010-01)

• Managed an eight-brand, $225M product portfolio across North America.
• Led and coached a product development team of four people.
• Commercialized more than 50 new products manufactured in North America and Asia; revitalized the Pearl brand in the U.S.

Certificate in Digital Marketing – eCornell University (2021 – 2021)

Graduate Certificate in Marketing – McGill University (2003 – 2003)

BBA in Business – Université du Québec à Montréal (1999 – 1999)

Certificate in English as a Second Language – Bishop's University (1996 – 1996)