L’Oréal Canada has appointed Ms. Stéphanie Binette to the strategic position of Chief Marketing Officer (CMO). Stéphanie Binette will replace Stéphane Bérubé, current L’Oréal Canada CMO, who will be taking on a new strategic role within the L’Oréal Group.
Following a 10-year career with multinational consumer goods companies in Montreal and Toronto, she then came to L’Oréal Canada in 2006 as Group Leader for Garnier. Stéphanie subsequently began her impressive career in L’Oréal Canada’s Consumer Products division. In 2008, she was named Director of Marketing, Colour & Hair Care for L’Oréal Paris, the flagship brand of the L’Oréal Group, to which she contributed tremendously to its success. In 2010, she became Brand Manager of Maybelline New York and accelerated the brand’s growth, making it the # 1 brand in cosmetics in Canada. Under her leadership, her team successfully launched the essie brand in Canada in 2011, creating a unique brand image and making it the most successful launch worldwide.
In 2013, Stéphanie was promoted General Manager for Garnier-Maybelline-essie, and continued to gain market share and develop talent with a strategy based on innovation beyond products. In 2015, she was promoted to General Manager for L’Oréal Paris, where she increased brand’s growth and market share in all major categories and accelerated the digital transformation of the brand. L’Oréal Paris is therefore recognized today in Canada as a leader in beauty, media as well as digital. Over the past few years, she has played a key role in the growth of market share, in profit and in the development of talent in her teams. Stéphanie focuses on a consumer-oriented marketing approach and has been able to transform her teams in order to make them seize opportunities and consumer trends as well as become risk-takers, while focusing on the excellence and quality of the execution of business strategies.
Stephanie graduated from Laval University and Stonehill College in communications. Committed towards the cause of women, she sat on the board of La Rue des femmes in Montreal and continues to support them today. It was also under her leadership that Women of Worth, the first major philanthropic program for L’Oréal Paris in Canada, which honours extraordinary women who give their time to their community throughout the country, was launched.
Stéphanie will continue the CMO mandate of managing L’Oréal Canada’s marketing transformation in the digital era with three objectives: accelerating e-business, customizing the marketing approach and excellence in engaging Brands with consumers.
Headquartered in Montreal, L’Oréal Canada had sales of $1.133 billion in 2016 and employs more than 1,300 people. The company holds a portfolio of 39 brands, encompassing all aspects of beauty, and is present across all distribution networks: mass market, department stores, salons, pharmacies, drugstores, and branded retail.