Jean-François Laberge

Led regional teams to achieve operational excellence and exceed performance targets within Atlantic Canada.

Business Scope

• Leading team of 42 people, including 7 direct reports (District Sales Managers (3), KAM, Trade Activation manager, Sales Operation manager, Category Manager)
• Leading business relationship of 4 Liquor boards (NSLC, ANBL, NLC, PEILB)
• Managing Net Revenue business of $225M CAD

Key Achievements

• Top Performer Award in 2024 recognizing outstanding business results (Profit, Volume & Market Share)
• Leaded transformation of Distributor model in Newfoundland
• Developed new promotional mechanics rolled out across Canada
• Established strong Joint Business Planning with liquor board partners, resulting in strong competitive advantage

Led cross-functional teams to drive strategic initiatives aligned with organizational goals for both Retail & On-Premise channels.

Business Scope

• Direct management of 7 Key Account managers (6) & KA Coordinators (1)
• Supporting management of Retail & On Premise Key Accounts (Couche Tard / LCL / Sobeys / Metro inc / La Cage / St-Hubert / Foodtastic)
• Managing Net Revenue business of $375M CAD

Key Achievements

• Top Performer Award in 2022 recognizing new contract with Sobeys, Metro inc & Couche Tard
• Positioned Labatt as preferred beer partner with Sobeys & Metro inc for the first time ever
• Improved ROI on contract extension with La Cage
• Growing market share above target in KA every year in role

Led high performing sales team, providing coaching and mentoring to achieve targets in fast moving environment within Quebec & Atlantic Canada.

Business Scope

• Leading team of 50+ people, including 10 direct reports ( District Sales managers (8), Sales Operations manager, Regional Admin assistant)
• Responsible for all Independents within C&G channel and Regional Accounts (Harnois, Filgo, Korvette, Sagamie)
• Managing net revenue business of $336M CAD

Key Achievements

• Launched Vaping category in retail channel, building foundation to become market leader in year 3
• Implemented in market plain packaging regulation in 2019
• Achieved 100% personal KPI every year

Developed detailed pricing models using advanced analytics tools for product portfolio optimization.

Maximized revenue potential by identifying untapped market opportunities through detailed forecasting analysis. Analyzed market trends to support demand forecasting and inventory management.

Analyzed market data to support strategic decision-making processes. Developed comprehensive reports on consumer trends and competitive landscape.