About

BIOGRAPHY

Originally from Sorel-Tracy, Christine Latour is a seasoned executive in marketing, communications and business development, recognized for her strategic leadership, global vision and ability to transform organizations into strong, consistent and influential brands.

With over 20 years of experience, she has worked in international corporate environments, high-growth companies, and organizations with economic and social impact.

A graduate of HEC Montréal with a bachelor's degree in business administration and Purdue University with a master's degree in management, tourism, and e-marketing, she began her career between Quebec and the United States, primarily in the tourism, hospitality, and customer experience sectors. She held sales and marketing roles at Zoo Atlanta and business development positions in service organizations, developing early expertise in experiential marketing and strategic positioning.

Upon returning to Quebec, Christine became the Executive Director of L'Orienthèque, a major organization in employability and regional development. Under her leadership, the organization underwent a significant transformation, both in terms of its reach and its funding and partnerships. She implemented several structuring initiatives, including the Accès-région Pierre-De Saurel project, aimed at welcoming, integrating, and retaining skilled workers and newcomers to the region. This program became a regional model for territorial attractiveness and workforce development.

Her career then led her to Lussier Insurance and Financial Services Firm, where she acted as Director of Marketing and Communications, contributing to modernizing the company's brand positioning and communication strategies on a provincial scale.

She subsequently joined Solotech, a leading entertainment technology company with a presence in North America and Europe, actively contributing to its international growth, expansion into new markets, its ESG (Environmental, Social, and Governance) strategy, and its outreach to major clients in the entertainment, sports, and major events sectors. She held senior management positions there for nearly seven years, culminating in the role of Vice President of Marketing and Communications, and then Chief Marketing Officer (CMO) for over seven years.

She then joined Stageline, the world leader in the design, manufacture and rental of mobile stages, where she leveraged her international expertise to support the company's growth and global reach, as well as its digital strategy and CRM approach.

Alongside her corporate career, Christine acts as a mentor to the next generation of entrepreneurs and professionals, notably within Zú Montréal, and is involved in various charitable causes each year.

Her work and influence have been recognized on several occasions, notably by the distinction of "Creator of the Future" – Top 25 of the next generation in management in Quebec awarded by the Journal Les Affaires, as well as by the Inspiring Personality award presented by the Bernard-Gariépy Secondary School, highlighting her impact, her leadership and her commitment to her community.

Recognized for her ability to connect ideas, talents and opportunities, she embodies a leadership approach where business performance and human impact evolve inextricably.

It is also the impact of her human approach on her business career that led her to join the Management Coaching School where she is currently completing her Professional Coaching Training Program in order to obtain a professional coach certification from the International Coaching Federation (ICF) in early 2027.

My career has been built within organizations where I have always held a role that went beyond titles: that of intrapreneur.

I have been fortunate to work in stimulating environments where I have been able to create, transform, structure, and grow brands and teams as if they were my own. This experience has naturally led me to develop a very clear vision: the highest-performing organizations are those that know how to foster initiative, innovation, and leadership at all levels.

Over the years, I have learned to build strategies, but above all, to mobilize people around them. Whether in contexts of rapid growth, brand repositioning, or organizational transformation, I have always been driven by the same conviction: sustainable results arise from the alignment between vision, teams, and execution.

My experience in business strategy has allowed me to work in both local organizations and international companies, where I have led transformation, growth, and expansion projects. These experiences have taught me to think like an entrepreneur, even within established structures: identifying opportunities, taking initiative, building systems, and creating value wherever it is needed.

Over time, this intrapreneurial stance has become a true driving force. It naturally led me towards broader leadership roles, and then towards a more entrepreneurial approach to my impact: supporting organizations, leaders, and projects in their own growth, positioning, and transformation.

"I have always had an intrinsic motivation to find opportunities, to sell my ideas, and to build, even when it was not part of my job."



Today, I use this experience to help others structure their vision, clarify their message, and accelerate their development. My role is to unlock the full potential of organizations by combining strategy, creativity, and execution, while maintaining a deeply human approach grounded in business realities.

I firmly believe that entrepreneurship is not just about creating a business: it's a way of thinking, acting, and contributing. And it's this mindset that I bring to every project I support—to transform ideas into actions, and actions into lasting impact.

Entrepreneurship came naturally. I got involved. I helped. Then my network gradually grew by helping young entrepreneurs, non-profit organizations, and now, businesses of all types."

"I always loved school."

My academic journey has shaped my life. I enjoyed every step, from elementary school to high school, then to my bachelor's and master's degrees. Studious and disciplined, I was involved and pushed myself to excel.

Wanting to share my love of learning, and having a knack for communication, I became an assistant professor at HEC Montréal, then at Purdue University for more than 3 years.

I also taught English conversation classes in a school board, and then I became involved throughout my career as an in-house trainer.

"Learning nourishes me. Sharing my learning and my passion for my field stimulates me even more."