Sophia Lal takes on Molson director of marketing role

Molson Coors has promoted Sophia Lal as its new director of marketing, Molson & economy brands.

Lal most recently worked as senior brand manager of Molson and Miller Trademarks, a role she took on in February 2022, handling integrated, digital and brand marketing, among other duties.

She helped lead Molson Ultra’s weekend warriors campaign, and recently supported its multi-brand currency exchange experiential event. Lal joined the brewer, strategy’s 2023 Brand of the Year, as an assistant marketing manager in 2016.

TIFF appoints two senior execs, including a chief business and marketing officer

Jennifer Frees has been named the Toronto International Film Festival’s chief business and marketing officer, a newly created role that oversees brand and media, development, loyalty and engagement, and corporate partnerships.

Frees, a ten-year TIFF vet, is returning to the organization after previously holding the title of VP of partnerships. She is a former executive consultant with the Toronto Region Board of Trade, and has diverse revenue leadership, marketing, business development and strategic partnership experience in private, public and non-profit sectors.

Judy Lung is being promoted to the newly created role of vice president of strategy, communications and stakeholder relations. She is currently TIFF’s VP of public relations and communications.

Lung has spent more than 20 years creating innovative and award-winning campaigns and initiatives for leading entertainment companies including Cineplex, Corus Entertainment, the Academy of Canadian Cinema & Television and eOne.

Both Frees and Lung will report to TIFF CEO Cameron Bailey.

Steam Whistle promotes marketing and innovation manager

Rachel Gerroir has been promoted to senior manager, marketing and innovation at Steam Whistle Brewing.

Previously, as marketing and innovation manager for the brewery, Gerroir supported all areas of marketing and innovation for Steam Whistle Brewing and partner brands such as Beau’s, MTV Hard Seltzer, Phillips and New Belgium in Canada. She led new product and packaging innovation in partnership with internal stakeholders from creative, procurement and production teams.

Prior to joining Steam Whistle, Gerroir held innovation manager roles with Collective Arts and Collective Project.

Bimbo Canada adds marketing manager

Zeina Hassan is starting a new position as marketing manager – Dempster’s, pantry, buns/rolls at Bimbo Canada.

Hassan had a five-year stint as brand manager and assistant brand manager for pasta maker Barilla Group. She successfully helped lead and execute the Catelli masterbrand campaign in both Quebec and Ontario and the brand’s national CSR campaign.

Prior to joining to the CPG, she was an account executive at Ethnicity Matters, where Hassan led the pitches, acquisition and execution of multicultural campaigns for Koodo (Telus), Dyson, Food Basics, BC Dairy.