A marketing buff and brand enthusiast with an international background, Florent Bayle-Labouré has acquired expertise in advertising agencies, media and entertainment, never ceasing to connect the dots between his personal interests and his professional experiences.
Florent Bayle-Labouré joined Rogers Communications in January 2016 as Vice-president – Fido Brand with the mandate to shape the evolution of the telco brand. His role oversees all elements of brand management including the development of the brand strategy, positioning and platform, as well as the long-term brand planning and the development of marketing programs (advertising, CRM, digital, social).
Prior to joining the Fido brand, Florent Bayle-Labouré spent 8 years at Cirque du Soleil where he most recently was Senior Director of Brand Management and Synergy. In this capacity, he oversaw the management of the Cirque du Soleil brand, from brand vision to brand strategies and architecture. He also orchestrated the diversification of the Cirque du Soleil brand and the creation of new brands, expanding the creativity of the organization to new spheres of entertainment.
Florent initially joined Cirque du Soleil in 2008 as Brand Manager and later Director of Marketing Strategy, where he was responsible for the brand development and management of a portfolio of 14 shows throughout North America and Asia.
Earlier in his career, Florent spent a few years at Cossette (advertising agency) working on the Bell Canada account – where he was namely in charge of the Bell Mobility campaigns across Canada (creative development, media planning, digital, direct marketing). He also worked in marketing for Parc Astérix (a theme park in France) as well as for media and advertising agencies in France.
Florent has two Bachelor’s degrees – one in marketing and management from France and one in international business from England. He also holds a Master’s degree in marketing from HEC Montréal in Canada.