David Legendre

PROFILE:

Results-driven with strong intrapreneurial values, I thrive on solving problems and I like to create and work in a no-bullshit-collegial atmosphere. 

With nearly 20 years of experience in the marketing and communications industry, I am committed to creating work environments that prioritize respect, listening, and team happiness while achieving productivity goals. My ability to help organizations/groups use innovation and creativity to bring them to the next level of their evolution, has been widely recognized.

SKILLS AND ABILITIES:

Communication : 13 years of experience supporting clients in all their communication needs, from strategy to execution, and 5 years of experience as the leader of an advertising production group: print, digital, video, events, non-traditional.

Team management : Unifying, inspiring and human, has created work environments where the act of listening, respect for others and team happiness are prioritized. Never leaving behind the importance of results and productivity, this approach has contributed to an excellent employee retention.

Intrapreneurship : Inhabited by a desire for continuous improvement and constantly on the lookout for opportunities that could allow the group or the company to innovate. Difficulty with the status quo and recognized as someone  who is constantly solution oriented.

Global and strategic vision: Grasp organizational issues and create a solid strategy that will enable the organization to achieve its objectives. Work collaboratively with various stakeholders, ensuring that any action stems from a clear and unifying strategy.

WORK EXPERIENCE :

LG2 - Montreal (2010-2022)

LG2 is Canada's largest independent creative agency. Ambitious by nature, I wanted to be part of the next generation of partners, a goal I achieved in February 2020. For 8 years, I was part of the Communications group and climbed the ladder to becoming Bell's national lead. I then co-led the Production group for 5 years where I put my relationship-building skills with other groups and business development abilities forward.

Production Group (2018-2022)

Partner, Vice-President – ​​Account Services, Production (2020-2022)

• Co-led the 50-person production group with another LG2 partner (annual revenue close to $10 million)
• Set up a new shopper marketing offer for LG2 customers by building a team with the best talents in the industry
• Ensured sound financial management, revenue growth and profitability of the group's accounts, clients and projects: increase in group revenue by 43% in 5 years
• Restructured the Production group in order to implement a more effective governance while leveraging the strengths of the existing leaders
• Revitalized a team that previously worked in the shadows, contributing to one of the highest employee retention rates in the agency and industry

Vice President – ​​Account Services, Production (2019-2020)

• Developed the overall vision of the group's growth and the strategic plan, and successfully implemented it
• Implemented a culture change within the Production group, offering greater support to other groups with a focus on servicing and support
• Developed a new production group service offer (workshop mode) targeting clients who had commodity advertising production needs (organic and direct customers)
• Supervised, mobilized and supported a multidisciplinary team of 17 people (project managers, graphic artists, producers, proofreaders)

Group Account Director, Production (2018-2019)

• Analyzed the group's needs and business issues, issue a diagnosis, and implement recommendations
• Improved operational processes by minimizing red tape and maximizing agility and efficiency
• Strengthened relationships with other LG2 groups that had crumbled over the years
• Supervise, mobilize and support the team of project managers

Communications Group (2010-2018)

Group Account Director - Bell/CHU Ste-Justine Foundation (2016-2018)

• Acted as the national account lead for Bell (revenues close to $5 million)
• Ensured client satisfaction and success by establishing an optimal cross-functional client experience and a product aligned with their imperatives and strategic orientations of the agency
• Mastered and become an ambassador of the client’s ambitions, objectives and KPIs
• Developed and maintain harmonious and mutually beneficial relationships with other LG2 groups as well as its clients

Account Director - Bell/Sanofi (2013-2016)

• Advised the Sanofi pharmaceutical account (Brands Selsun Blue, Allegra, Rolaids) and contribute to its creative success nationally and internationally (Lion de Cannes, Marketing Awards, Strategy Awards, CRÉA, ADCC, Applied Arts)
• Contributed to the agency's organic and direct business development efforts with agency clients
• Liaised, built bridges and worked closely with other centers of expertise and offices of the agency to ensure the success of multi-expertise projects

Account Supervisor - Bell (2010-2013)

• Managed omnichannel advertising campaigns at the provincial and national levels for all Bell units (Mobility, Residential Services, Sponsorships, Business Markets, Brand, Technical Solutions) and Bell Media (brand and sub-brands such as Energy, Astral Out-of-Home, Map White)
• Participated in the launch of the first edition (and the 8 others that will follow) of the societal campaign of Bell Let's Talk on a national scale (campaign which was recognized multiple times at the CASSIES awards for its effectiveness in changing Canadian mores about mental health)

john st. - Toronto (2006-2010)

At the time, john st. was an independent agency that was on everyone's lips in the Canadian advertising industry. In 2008, it was named agency of the year in Canada, after only a few years in business. This company allowed me to learn the ropes of account servicing in the pharmaceutical and alcohol fields, in addition to participating in a few pitches for national mandates.

Account Supervisor - AstraZeneca, Moosehead, Corby Distilleries (2009-2010)

• Helped in the development of the new brand positioning of AstraZeneca Global, a project developed in close collaboration with the UK team. At the time, AstraZeneca had annual sales of $31.6 billion.
• Launched new spiced rum “Lamb’s Black Sheep” nationwide
• Developed an integrated marketing campaign and developed brand positioning for the new premium light lager “Cracked Canoe”
• Repositioned Moosehead Lager by developing a new creative platform for an integrated marketing campaign

Account Executive - AstraZeneca (2006-2009)

• Implemented and launched a new customer segmentation strategy to sales force and marketing department at AstraZeneca Canada. All segments within customer pool were targeted and necessitated tuned copy and visuals based on segment insights
• Revamped Nexium’s brand positioning and successfully implement an integrated marketing campaign with direct-to-patient healthcare practitioner initiatives (winner of a CASSIES GOLD in the "Prescription Pharmaceutical" category - the first ever to be awarded )
• Revitalized Lamb’s brand image with Pimp My Shed / Pimp My Party promotional campaign. 6% increase in sales.

Maple Leaf Foods - Toronto (2005-2006)

Maple Leaf Foods (MLF) is a Canadian giant in the food industry with nearly 12,000 employees. I was one of a dozen candidates who were recruited by MLF that year, across Canada, into its highly coveted Management trainee program.

Optimization assistant manager

• Assisted to the management of the pork shoulder department (130 million dollars in revenue) by analyzing market trends
• Optimized product allocation and pricing across four factories to supply our various retail, exchange and international business activities
• Collaborated with plant operations supervisors to develop new products and evaluate features of existing products
• Made important decisions about product transactions in a dynamic work environment characterized by constant change

EDUCATION:

McGill University, Bachelor of Business Administration, Major in Marketing, Concentration in Accounting / 2004

ONGOING EDUCATION :

• Leadership Training for LG2 Partners and Leaders (June 2021) - Inspiration
• NPO Risk Management (March 2022) - Espace OBNL
• Recruitment of directors (March 2022) - Espace OBNL
• NPO: Operations, roles and responsibilities (May 2022) - Espace OBNL