Christian Dion

Helping B2B companies ditch yesterday's marketing playbook for sustainable growth. I work with forward-thinking teams to build modern demand engines that actually drive pipeline and revenue.
I help companies that need:
- Full-funnel strategies across Brand, Demand, and Expand—not just short-term tactics
- Marketing that builds trust instead of burning it on quick wins
- Campaigns that recognize today's chaotic, multi-threaded buyer journey
- Paid media that connects with real buyers, not just vanity metrics
- Systems that create compounding momentum, not siloed activities

**Available for short projects or fractional leadership where I can help transform how you think about demand generation.

Growth Consultant

Pavilion

Member

Motorola Solutions

Led the North American demand gen/paid media team, managing always-on campaigns (and ABM paid media) across public safety and commercial sectors to drive demand and pipeline growth.

Key Achievements:
• Increased Pipeline: Achieved year-over-year pipeline growth by expanding paid media strategy to include new channels and advanced campaign framework.
• Promoted Innovation: Fostered a culture of testing and innovation, introducing DOOH, programmatic display ads, and enhanced email approaches to improve reach, engagement and ultimately, conversions.
• Refined Attribution: Worked with marketing intelligence to evolve success metrics beyond last-touch attribution, capturing a more complete view of campaign impact.

Head of Digital Pipeline Growth

Promoted to lead the North American Digital Campaigns and Paid Media team (a total of 8 marketing professionals).

Head of Digital Campaigns Marketing and Media

Led the Web, SEO and Performance Marketing team on the Rave Mobile Safety business. 

Key Achievements:
• Grew overall MQL volume in 2023 by 138%, driving marketing sourced opportunities pipeline by 35% vs 2022. 
• Expanded demand generation with significant shift in paid social campaigns, a key component to the full funnel marketing strategy set in place.
• Improved SEO and content strategy, driving 2X high-intent demo requests.

Director, Digital Performance Marketing

Broadsign

Led marketing strategy for SaaS ad platform, implementing first ABM program and orchestrating demand generation initiatives. Established go-to-market (GTM) alignment across teams while expanding into new target areas.

Key Achievements:
• Designed end-to-end ABM strategy that increased average deal value 30% and reduced sales cycles by 25%, generating $4M+ pipeline within 12 months.
• Launched content experience platform driving 40% increase in engagement through digital out-of-home (DOOH) insights video series and certification program.
• Enhanced lead routing and qualification process, increasing sales qualified leads 15%.

Marketing Director, Programmatic Solutions

GardaWorld

Coordinated marketing strategy for $1B Canadian security services division with team of 4. Directed digital transformation and integrated programs across B2B and B2C channels. Planned field marketing and recruitment initiatives.

Key Achievements:
• Achieved 120% sales growth in security systems with digital-first strategy, leveraging marketing automation and targeted campaigns.
• Introduced campus recruitment program, boosting training enrolment 20% and role fill rates 15%.
• Developed field marketing content and event programs, posting double-digit pipeline growth in strategic verticals.

Director, Marketing & Communications

Connect&GO

Spearheaded GTM strategy and market penetration across North America and Europe with team of 6. Created vertical-specific positioning / messaging and campaigns while enabling sales through ABM programs.

Key Achievements:
• Executed data-driven ABM strategy and content programs, contributing to 28% year-over-year revenue growth.
• Orchestrated product positioning and GTM strategy for Ski&GO solution, securing partnerships with 2 major ski resorts in first season.
• Optimized marketing technology stack and customer relationship management (CRM), streamlining lead management and reporting.

Vice President Marketing

Sharethrough

Oversaw new customer acquisition and agency partnerships across demand side / supply side platform (DSP / SSP) businesses. Leveraged programmatic expertise to develop and optimize high-impact display campaigns for agency and brand clients. Secured and managed 6 high-growth client accounts within first 6 months, including 2 strategic finance industry wins.

Senior Account Director

Talkable Solutions

Business Development & Growth Consultant with Canadian startups and CPG brands.

Key Achievements:
• Generated $1.5M net new business growth for digital promotion technology startups through targeted sales strategy.
• Steered Canadian market entry for RENOVA luxury household paper brand, delivering $3M earned value with media, event, and influencer campaigns.
•  Negotiated strategic partnerships with Dairy Farmers of Canada and L'Oreal Professional on behalf of supply chain technology solution provider.

Founder

Whirlpool Corporation

New Business Development Manager - innovation

National Account Executive

PepsiCo

Senior Sales Manager

My career path? Let's just say it's been more jazz than classical.

Started in Fortune 500, mastering the most important skill (sales) at P&G and PepsiCo. Caught the digital wave at Yahoo!. Then turned entrepreneur, orchestrating marketing campaigns that turned heads (and delivered 5X ROI).

I blend enterprise wisdom with startup instincts. See opportunities in blind spots. Turn marketing systems into revenue engines.

At Motorola Solutions, transformed demand gen into a pipeline machine, leading an eight-person team that unlocked millions in enterprise deals.

At Broadsign, engineered ABM strategies that conquered markets across continents.

My superpower? Making B2B marketing feel human while delivering hard revenue. Creating systems that scale while keeping authenticity at the core.

In a world obsessed with AI, I still believe the best growth comes from understanding people first.

👉 Currently seeking my next adventure—ready to build something remarkable with a high-growth tech company that thinks differently.

Groupe BBH Inc.

Groupe BBH is a PE owned mid-size company developing and distributing premium safety gloves, workwear and personal protection brands for retail & industrial channels. Brands include Terra, Horizon, Gardena, Holmes, Karbon.

•Reports directly to the President. Member of the steering committee.
•6 direct reports.
•Developed new 5-year commercial plan including marketing strategy repositioning and integrated Customer Experience. 
•Established and led new Innovation committee to ensure long-term offering differentiation.

Head of Sales - Canada & USA

Nuera Air

Nuera Air is the largest global manufacturer of household cleaning appliances and is owned by Nuera Inc, (PE firm). Distribution in North America and in over 40 countries. **Company closed in 2024**

•Responsible for global sales and customer care group for all channels: mass retail, namely Costco/ Home Depot (Canada & US), 500+ independent retailers, 40 international distributors & e-commerce.
•Head count of 20 with 6 direct reports -2 in Europe.
•$40M in P&L responsibilities. Reported directly to the President. Member of the executive team.
•Involved in an in-depth organizational transformation. Developed 3-year commercial vision and strategy. 
•Restructured agreements with 40 international distributors in Europe, Asia-Pacific and South America.
•Improved EBITDA by 44% vs PY. 51% of the improvement was sales, trade spend & customer care related.
•Implemented forecasting process & quarterly business reviews to build data-driven decision culture. 
•Hired, built and trained new internal customer care team (previously outsourced service).

Vice President Global Sales & Customer Care 

Spector & Co

Spector & Co. is a leading North American supplier of promotional products for over 50 years. 400 office and factory employees, 500 products, including writing instruments, journals, tech, Ashbury and Topo Designs travel bags, and business accessories. 

•Joined when Private Equity firm Blue Point Capital acquired Spector. Executive Team/ Board Member. 
•P&L of $70M. Reported to CEO and Founder. Hired to build new North American sales structure. 
•Achieved record company revenue in 2018, growing sales by 13% vs PY.
•Headcount of 16 with 5 direct reports including  VP Sales in Canada and 2 USA Director of Sales.
•Created and led new Senior Sales Leadership Team.
•Built and implemented with Leadership Team new Sales Playbook.
•Silver Medal for Canadian Industry Supplier of the Year. Silver & Bronze medals for best industry representatives.

Vice President Sales - North America

Crescita Therapeutics

Venture capital startup & public company which develops manufactures, sells and markets science-based skin care products. Brand portfolio includes Laboratoire Dr. Renaud, Pro-Derm, Premiology and ISDIN and are sold in pharmacies (OTC), medical spas and in dermatologist clinics.

•Reported to the President and Chairman of the Board. Member of the Operating Committee.
•Responsible for B2B and pharmacy channels for strategy development, planning and execution. 
•Headcount:18 people. Sales team, Marketing Group, Customer Service Group, National Trainer.
•Designed new Sales Manual for go-to-market approach.
•Developed a 3 year portfolio innovation strategy in conjunction with R&D group.
•Partnered with agency to support new commercial and communication strategy including new brand architecture, digital strategy mapping, loyalty program, experiential marketing and innovative merchandising.
•Re-balanced Customer Service efforts. Deployment of hybrid role including up sell / cross sell.

Vice President Sales & Marketing 

Functionalab (Functionalab Group), a GROWTH 500 Company

Functionalab Group was founded in 2008 and distributes premium brands of science-based cosmeceuticals, nutritional supplements and functional beverages with sales of $65M+.

•Executive committee member. Joined during the startup phase, 10 months prior to retail launch. 
•Dual role with sales and marketing responsibilities.

Sales key achievements:
•Recruited and established a sales team and managed a retail operation team in Canada, US, UK. 
•Built and managed successful multiple European and Asian distributor partnerships. 
•Product training and best practices implementation with over 750 retailers' employees.
•Notable clients: Jean Coutu, Harrods, Harvey Nichols, Selfridges, Space NK, Boots, Bloomingdale's.
•Functionalab brand is found in 325+ selective and luxury POS in Canada, US, Europe and Asia 
•Jouviance skincare brand was acquired in 2011 and is now distributed in 2000 POS in Canada. 

Marketing key achievements:
•Strategic brand positioning, product development, business intelligence analysis, pricing strategy.
•Product development for functional beverage portfolio and nutricosmetic line.
•Trade-marketing, product training programs, E-commerce and CRM platform building.
•Voted “Best emerging brand” by world’s largest cosmetics trade show “Cosmoprof", Italy (2010). 
•Voted “Best new emerging brand’’ by “Beyond Beauty - Cosmeeting” Trade Show in Paris (2010).

Vice-President of Sales & Business Development

Bacardi Canada

Global spirit leader. Portfolio includes Bombay Sapphire Gin, Grey Goose, Martini & Rossi vermouths/wines.

General Management of the Quebec market including retail and on-premise channels, trade-marketing, finance and operations.
•Overall direction of 10 employees including District Manager, Key Account Manager, Trade-Marketing Manager, Retail and On-Premise Area Sales Managers. 
•Full P&L and A&P authority. Consumer retail value: $120M. 
•Strategic market planning and execution for retail and on-premise channels.  

Financial milestones over 5 years:
•Grew Quebec volume by 33%. Ranked no.1 region.
•Surpassed closest key competitor’s growth by 3 times. (33% vs.11%)  
•Generated 39% of the company’s total growth. Ranked no.1 region. 
•Exceeded annual profit targets by an average of 6%.

Regional Director, Quebec

The Kraft Heinz Company

National Key Account Manager - Loblaws

Key Account Manager - IGA-Sobeys

As a strategic sales leader with over 14 years of experience across both B2C and B2B markets, I specialize in leading high-performance teams, expanding global sales footprints, and driving substantial revenue growth. I've helped companies scale in 40+ countries, ranging from Fortune 500 corporations to high-growth venture capital and private equity-backed companies. I have a proven track record of transforming sales processes, driving P&L optimization, adapting to changing global trade & tariff conditions and developing forward-thinking, customer-centric strategies.

I'm passionate about developing teams and fostering a culture of innovation that aligns with changing market demands. Key achievements include leading $40M to $200M in P&L management, and achieving 44% EBITDA improvement through strategic sales and customer care leadership. Let’s connect if you’re seeking a results-driven leader who thrives in dynamic, growth-oriented environments.

•Bilingual (French)
•Strategic Sales Leadership | P&L Management | Global Expansion & GTM Strategy Building
•Expertise in Navigating and Adapting to Trade Tariffs, Cross-Border Sales and Regulatory Landscape.
•Financial Acumen & Budget Optimization | Coaching & Talent Development
•Partnership Negotiation | Distribution Models Development
•Sales Process Optimization | Performance Metrics & KPIs | Trusted Advisor Consulting Approach
•Change Management | Customer-Centric Transformation | Cross-functional Team Leadership
•Brand Strategy & Innovation | Brand Management & Elevation | Trade & Experiential Marketing
•Global & Niche Brand Leadership | 30+brands 
•E-Commerce & Digital Sales | Customer Experience Focused
•ERP & CRM Implementation & strategic leverage - SAP - Netsuite - Salesforce - Hubspot

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Christian Dion

Loïc Lefebvre

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