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François Lafortune,

Executive Vice President & General Manager


With over 25 years of experience in the beauty and luxury industries, François is recognized for his innovative approaches in this highly competitive area. He has occupied various positions at L’Oréal in Canada as well as at the international level as Europe Marketing Director and General Manager for L’Oréal Luxe Division in Turkey. From 2011 to 2019, he is Vice-President Marketing at Group Marcelle and from October 2019 to March 2021, he is Vice-President & General Manager at ATIS; a leader in the building materials industry. Since May 2021, he is Executive Vice President & General Manager at Crescita.


He is very involved at HEC Montréal. Since 2010, he has lectured in Management at the Bachelor, MBA programs, Executive Education as well as HEC International. He is a member of the Board of Directors of the HEC Alumni (2011-2014) and (2019-2022). François was recently honored by having received the HEC Excellence in Teaching Award 2015 for Lecturer. François holds a BAA and M.Sc. from HEC Montréal and an MBA from Kellogg School of Management at Northwestern University.

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