Meet the team

Pierre-Luc Gladu, M.Sc.

President and Senior Partner

Pierre-Luc is an expert in finance and strategy. He is also experienced in building and optimizing business models. In the course of his career, he worked for several companies and investment funds such as Cirque du Soleil, Lune Rouge and Mishmash. His experience led him to serve on different boards of directors and committees for non-profit organizations and private companies.

Pierre-Luc holds a bachelor’s degree in finance (Canada, England). He also holds a master’s degree in strategy (Canada).

Joëlle Masse, M.Sc.

Director, Marketing Intelligence and Senior Partner

Joëlle is a marketing research expert specializing in the creative industries. She leverages both quantitative and qualitative approaches, excelling in gaining a profound understanding of consumer behaviours and market trends.

Her early experiences in advertising took a decisive turn when she discovered her passion for entertainment at the experiential agency Youville Haussmann Park. Upon joining Habo, Joëlle commenced her journey as an analyst, swiftly making notable contributions to strategic projects. Her passion, natural curiosity, and expertise propelled her into key positions, culminating in her current role as Director, Marketing Intelligence and Senior Partner. In this capacity, she oversees the entire research team.

At the helm of this team, Joëlle brings data to life, extracting key insights on the market and consumers. These in-depth analyses inform strategic recommendations aimed at propelling both local and international brands to success. Her leadership and expertise make her an essential pillar in showcasing clients' success stories.

Alexis Bouchard, M.Sc.

Director, Finance and Economy and Senior Partner

Alexis started his career in investment finance with the Teachers’ Pension Plan in Toronto for nearly 4 years, during which time he developed his expertise in financial modeling, among many other skills. He then entered politics where he managed the parliamentary office of a member of the House of Commons in Ottawa. He then returned to corporate finance and strategy by joining the strategic performance management and special projects team at belairdirect, an insurance company in Montreal. He further developed his experience in business strategy and corporate finance, working on many major corporate projects.

Alexis holds a bachelor’s degree in economics and mathematics (Canada) and a master’s degree in financial economics (Canada).

Catherine Fournier, M.Sc.

Senior Advisor, Strategy

Catherine has more than 5 years of professional experience in the entertainment industry. Before joining Habo, she worked as a Marketing and Development Analyst at Moment Factory. During her past experiences, Catherine was responsible for carrying out market analysis, digital marketing, user behavior analysis as well as the deployment of the business strategy.

Catherine holds a bachelor’s degree in marketing (Canada) and a master’s degree in strategy (Canada).

Tristan Primeau-Martel, M.Sc.

Analyst, Marketing Intelligence

Tristan has developed his skills in quantitative and qualitative analysis through his various research experiences in branding and marketing communications. Analytical by nature, he has developed a strong interest in analyzing databases to model customer loyalty and sales forecasts.  Through these various projects, Tristan's mission is to bring the voice of consumers to the table in order to combine their needs with those of brands, and thus enable them to make informed decisions.

Tristan holds a bachelor's degree in Marketing (Canada) and a master's degree in Marketing (Canada).

Mathilde Léger, M.Sc.

Analyst, Marketing Intelligence

Mathilde nurtures a deep curiosity for various artistic and cultural experiences that surround her. Throughout her academic journey, she gained experience in the leisure and entertainment industries while solidifying her passion for marketing research.

With her skills in quantitative and qualitative research, Mathilde aims to apply her consumer behaviour expertise to benefit cultural institutions and the entertainment industry. Mathilde's goal is to provide a unique perspective to clients, thereby significantly contributing to the growth of their sectors, all while deepening her own understanding of the needs and desires of the public. Mathilde holds a bachelor's degree in Marketing and Management (Canada) and a master's degree in Marketing (Canada).

Maylis de Salins, M.Sc.

Senior Analyst, Economy and Strategy

Maylis has over 5 years of professional experience in the creative industries. She started her career at Nova Consulting, where she developed her expertise in strategic planning, and in economic & financial modelling. Through this experience, she has accompanied several actors of the European cultural and entertainment sectors, including cultural institutions, private companies and public authorities. Maylis then continued her career at Artips, where she worked on several projects to create and distribute cultural content such as newsletters, online training and podcasts.

Maÿlis holds a double bachelor's degree in economics and Spanish (France) and a master's degree in commerce and business administration (France).

Dina Serhan, M.Sc.

Manager, Marketing Strategy

Dina began her career in advertising agencies, gaining a strong expertise in marketing and communication. Over the years, she worked on creative and innovative projects in various sectors, developing essential marketing skills. She later transitioned to the retail industry, managing international brands like Zara, Massimo Dutti, and Forever 21. This shift allowed her to delve into the strategic aspect of marketing and to create and implement 360-degree marketing campaigns. Dina's strength lies in her deep understanding of customer needs, her ability to tackle market challenges, and her combination of creative and analytical thinking.

Dina holds a bachelor's degree in Advertising and Sales (Lebanon) and a master's degree in Marketing and Communication (Lebanon, France).

Cynthia Daou, M.Sc.

Senior Marketing Strategist

Cynthia has over 8 years of experience in marketing and communications. Her varied background in different industries, such as tourism and health, has allowed her to develop an expertise in the deployment of 360° marketing campaigns to maximize the acquisition and retention of targeted customers. She has also developed skills in brand management, communications strategy planning, marketing and CRM strategy development, as well as performance measurement.

Cynthia holds a bachelor’s degree in environmental design (Canada) and a master’s degree in marketing (Canada).

Huda Arwani

Social Media Specialist

Since the beginning of her career, Huda has specialized in social media management, content creation, and digital marketing. She has also freelanced as a social media manager, demonstrating a passion for entrepreneurship. Her entrepreneurial spirit has been recognized through her participation in the Dobson Practicum program at Concordia University, where she developed her own business plan and was amongst the finalists. Now, Huda is excited to bring her skills and experience to the consulting world, eager to help businesses thrive in an increasingly digital landscape.

Huda holds a bachelor’s degree in marketing and a minor in entrepreneurship (Canada).

Camila Almanza

Administrative Coordinator

Camila has built her career within large companies, including SNC-Lavalin, Cirque du Soleil, and Mishmash. Throughout her professional journey, she has acquired a strong expertise in project management, operations, and administration, all while standing out for her exceptional support to her team members and senior leadership within the organizations she has been a part of. Camila's commitment to process improvement is second to none, but what truly sets her apart is her unwavering dedication, constant willingness to share her expertise, and boundless energy, making her a valuable asset to any team she collaborates with.

Camila holds a bachelor's degree in Translation (Canada) and a postgraduate diploma in Business Administration (Canada).

Geneviève Léveillé, M.Sc.

Talent Advisor and Facilitator

Geneviève began her career in talent acquisition before specializing in organizational development. She has more than six years of experience and worked in large organizations such as Cirque du Soleil and CHU Sainte-Justine. So far in her career, Geneviève has worked on the onboarding of new recruits, leadership development and facilitating workshops. She values a participatory and inclusive approach which helps her to better adjust her interventions to the realities of each team and to facilitate change management. Geneviève believes that the success of an organization depends on initiatives that support the full potential of its staff and actively encourage their well-being.

Geneviève holds a bachelor’s degree in business administration (Canada, Portugal) and a master’s degree in organizational development (Canada).