Christine Latour puts her expertise as a leader at the service of coaching and growth strategy

Sorel-Tracy, Quebec — August 2026

Christine Latour announces the launch of Christine Latour Inc., a company specializing in coaching and growth strategy, supporting professionals, leaders and organizations through periods of transformation, growth and repositioning.

A New Chapter in an Executive Career

This entrepreneurial venture is a direct continuation of Christine Latour’s professional journey, dedicated to growing businesses, developing markets, building brands and creating strategies that connect marketing with business objectives. After more than two decades in marketing, business development and executive leadership roles, including as a Chief Marketing Officer (CMO), Christine is now bringing this expertise to multiple organizations and leaders.

Her offering is built around two forms of strategic advisory support — Fractional CMO services and project-based consulting — complemented by a coaching practice designed for professionals and leaders.

CMO-Level Expertise, When a Business Needs It

The Fractional CMO model is increasingly relevant in an environment where companies must balance growth, cost pressures, AI transformation, changing markets and heightened expectations for marketing performance. Rather than immediately creating a full-time executive position, an organization can access CMO-level expertise based on its needs and level of maturity.

A Fractional CMO operates at the strategic level: understanding business objectives, establishing marketing priorities, aligning teams and resources, contributing to market development and ensuring that marketing plays a meaningful role in business growth.

For Christine Latour, this model represents a natural evolution of her experience.

“I’ve been a CMO. I’ve led teams, developed markets, contributed to strategic decisions and experienced firsthand the realities organizations face as they grow. The Fractional CMO model allows me to bring that experience to multiple companies, with a level of involvement tailored to their needs.”

This model is particularly relevant for start-ups, growing companies and organizations looking to structure or evolve their marketing function.

Strategic Project-Based Consulting

Some organizations do not need a CMO on an ongoing basis but are facing a specific challenge that requires senior-level expertise. Christine Latour Inc. therefore also offers project-based strategic consulting in areas including:

• business start-up and launch;

• brand development;

• growth strategy;

• marketing strategy and positioning;

• business development;

• marketing and sales alignment;

• market development;

• marketing function organization or transformation.

These engagements are designed in particular for marketing executives and commercial leaders, as well as non-profit organizations, seeking an experienced external perspective to accelerate a project, rethink their growth strategy or better align marketing and business development.

This approach allows organizations to benefit from an experienced external perspective while maintaining their internal teams and execution capabilities.

Coaching: A Deeply Personal Evolution

Coaching naturally became part of this new professional chapter, first through Christine Latour’s own experience. Throughout her career, she has worked with coaches herself and experienced firsthand the value of having a space to step back, think differently, be challenged with empathy and find one’s own answers.

That experience gave her an inside perspective on the power of coaching and a deeper understanding of what high-quality coaching can bring during pivotal moments in a career.

But her decision to integrate coaching into her professional practice also grew from an observation that developed over many years.

On several occasions, former employees she had led — directly or through matrix structures — reached out to her long after they had worked together. Some wanted to discuss a professional decision. Others were looking for advice. Several also wanted to tell her what she had meant to them and the impact she had had on their professional development.

These conversations led Christine to look at her role as a leader from a different perspective.

“I realized that what I deeply loved about being an executive wasn’t only building strategies or growing businesses. It was also helping people see their potential, step into their place, navigate periods of change and become better leaders.”

It was through this realization that she recognized a true area of strength in supporting and developing people.

Coaching therefore becomes a natural continuation of her career: after helping organizations grow, she now wants to support the people who drive that growth.

Her coaching practice is particularly geared toward professional women, emerging leaders, commercial leaders and professionals who find themselves at a pivotal moment in their careers and want to step into their role more fully, clarify their direction or prepare for their next chapter.

Christine is a member in good standing of the International Coaching Federation (ICF) and ICF Québec and is currently pursuing her Associate Certified Coach (ACC) credential. She already has several hours of coaching experience with clients and leaders.

Embracing Every Color

The creation of Christine Latour Inc. also represents something deeply personal: fully embracing the different dimensions of her journey.

The woman. The executive. The strategist. The entrepreneur. The coach. The artist.

All of these dimensions can coexist — and it is precisely this diversity that now informs the way she supports others.

This idea is at the heart of her brand identity, symbolized by the peacock: an animal that has no fear of displaying its plumage and fully embracing its colors.

“For a long time, I thought I had to choose. Choose between being an executive and being a woman, between strategy and creativity, between being an entrepreneur and being a coach. Over time, I realized I didn’t have to choose. I am all of these things. And it was probably when I began fully embracing that reality that I also understood what I could truly offer others.”

The idea of embracing every color therefore goes beyond a brand element. It represents a philosophy that runs through her work: helping organizations find their positioning, helping leaders find their voice and helping professionals fully step into their place.

One Philosophy: Turning Reflection Into Action

Whether working with a company looking to accelerate growth or a leader seeking clarity about their next step, Christine Latour’s approach is grounded in the same philosophy: step back, see the bigger picture, ask the right questions, identify strategic opportunities and turn reflection into action.

Her experience allows her to navigate between vision and execution, and between business challenges and human dynamics.

“My value doesn’t lie solely in the strategies I can develop. It also lies in my ability to quickly understand a situation, connect the dots, challenge existing ways of doing things and help people move forward. It is this combination of experience, strategy and support that I want to bring to my clients.”

About Christine Latour

Originally from Sorel-Tracy, Quebec, Christine Latour is an executive, entrepreneur, strategist and coach with more than 20 years of experience in marketing, business development, leadership and strategy across international and high-growth environments.

Throughout her career, she has worked within organizations and companies with diverse business realities, including Sodexo, Zoo Atlanta, Lussier, Orienthèque, Solotech and Stageline. Her career has been recognized with the Governor General’s Medal of Canada and Créateurs d’avenir, which recognized her among the Top 25 emerging management leaders in Quebec, presented by Les Affaires and the Fonds de solidarité FTQ.

Christine holds a Bachelor of Business Administration from HEC Montréal and a Master of Science in Management from Purdue University. She has also contributed to developing the next generation of business leaders through teaching roles at HEC Montréal and Purdue University.

www.christinelatour.com

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Media Contact:
Christine Latour Inc.
info@christinelatour.com
450-881-1745

LET’S TURN IT INTO ACTION