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Marketer Moves: CF Montreal fills pair of senior roles

By Christopher Lombardo
June 23, 2025

CF Montreal kicks off the summer with two senior moves

CF Montreal has appointed Alexandre Panneton (above, right) as VP and chief communications and branding officer and Hassoun Camara (above, left) as director of strategic communications.

Panneton will provide strategic direction for the soccer club’s branding, communications and media relations activities. He brings experience in marketing, communications and management from past roles at Montreal-based radio station BPM Sports and Quebecor TV channel TVA Sports. He also formerly served as a VP of strategy at the loyalty platform Hello Network.

Camara will lead the strategic management of all CF Montreal communications and act as a media spokesperson for the organization. He formerly served as a commentator for CF Montreal on TVA Sports and worked as a broadcaster for the Paris 2024 Olympic Games on ICI Radio-Canada.

Reitmans brings in longtime Adidas loyalty professional

Camilla English is starting a new position as director of loyalty and customer relations management at Montreal-based retailer Reitmans Canada.

English was most recently d

She served for more than 10 years in senior loyalty roles at Adidas, including as director of loyalty for Adidas Europe in the Netherlands, where she led the strategy and expansion of the brand’s loyalty program.

English also helped launch Adidas’s first P2P consumer-driven retail channel.

Baycrest appoints new director of corporate marketing

Michael Seaton is starting a new position as Baycrest’s director of corporate marketing.

Seaton is a longtime University of Toronto digital marketing strategy instructor and former principal with Toronto consultancy Level C Digital.

At Level C, he worked with clients including Moneris, OLG, Chubb Global Insurance, MetLife, KPMG, McCormick Foods International, Casey House and Minto.

Nestlé bolsters its shopper marketing team

is starting a new position as shopper marketing lead of confectionary at Nestlé Canada.

Sadooghi formerly served as a senior shopper marketing manager at Kellogg’s where she led four specialists through the planning and execution of marketing programs in large and small format stores nationally.

More recently, she handled strategic marketing, planning and integration for Canadian Tire.

Danone makes a promotion

Caroline Pellegrini has been promoted from assistant manager to brand manager for Activia at Danone Canada. Previously, she handled brand marketing duties for Activia, but also Two Good, Danino, Danone Go and Yocrunch.

Before joining Danone, she was product manager with beauty and hygiene company Naturopera in France.

Also in France, Pellegrini served as assistant brand manager with Procter & Gamble where she helped build 360-degree marketing campaigns for Vicks and ZzzQuil across all consumer touchpoints.

Prior, she held digital marketing duties with Decathlon Australia.