With a career spanning over two decades across Canada and the United States, Josianne Légaré has emerged as one of the most dynamic commercial executives in North America’s consumer goods industry. As a transformative Chief Commercial Officer and the first female Vice President of Sales in the century-long history of Lassonde Industries, Josianne has consistently driven measurable, market-defining success by blending strategic innovation with people-first leadership.
Formerly serving as Chief Commercial Officer at Baxters North America, Josianne lead revenue strategy and margin growth initiatives for a $500M business unit. Her impact was unmistakable: within six months, she generated $35M in new revenue, rebuilt a disillusioned sales force, and achieved 8% year-over-year revenue growth in a constrained market. Her trademark approach—restructuring teams to instill a growth mindset while embedding customer-centricity—elevated both organizational morale and long-term profitability.
Previously, during her tenure as SVP of U.S. Sales at Lassonde Industries, Josianne navigated the complexities of a highly competitive and pandemic-impacted market. Overseeing a $670M portfolio and managing key accounts like 7-Eleven, Walmart, and Costco, she enhanced profit margins by 5% and spearheaded award-winning product launches, including the “Replenish” line which earned her the 2020 Supplier of the Year award. Her tenure also saw the implementation of groundbreaking service systems, such as a virtual transition model and performance scorecards, demonstrating her foresight and operational precision.
Josianne’s influence at Lassonde extended across borders. As SVP Sales Canada, she grew business revenue by $35M, pioneered a custom sales training program, and led a team of over 100 professionals while overseeing a $580M P&L. Her initiatives, like the cross-functional “Show Me the Money” product pitch process, fostered innovation and team alignment. Under her leadership, Lassonde ascended from 11th to 1st place in major Canadian customer satisfaction surveys.
Earlier roles—ranging from Director to Vice President across Western Canada—cemented Josianne’s reputation as a growth catalyst. She doubled regional sales, expanded private label partnerships with national chains like Loblaws and Sobeys, and leveraged strategic acquisitions to deliver exponential revenue growth. Her deep knowledge of brand-building, market penetration, and operational execution made her a trusted leader across national and regional teams alike.
Josianne’s leadership extends beyond the boardroom. She is the former President and Board Member of the Food Executives Club of Vancouver and has held influential roles in several industry associations, including the women’s executive group, Chief. Her early career demonstrated leadership as far back as university, where she presided over multiple marketing associations in Quebec.
Fluent in French and English, Josianne holds an Executive MBA from Simon Fraser University—where she was recognized as the Most Outstanding MBA Student—and a Bachelor of Business Administration from HEC Montréal. Her accolades include the Star Women Award from Canadian Grocer, Albertson’s Silver Slugger, and the Game Changer Award from Store Brands.
With an eye always on innovation, diversity, and sustainable success, Josianne Légaré stands as a powerful example of what modern executive leadership looks like: agile, inclusive, and relentlessly strategic.
Character
Josianne Légaré exemplifies resilience, integrity, and a trailblazing spirit, demonstrated through her historic role as the first female Vice President of Sales at Lassonde Industries and her commitment to transforming organizational cultures with empathy and empowerment.
Knowledge
With an Executive MBA and over 20 years of experience in sales leadership across North America, Josianne brings deep expertise in commercial strategy, market penetration, and revenue optimization, underpinned by a proven ability to drive performance in complex, competitive environments.
Strategic
Josianne is a visionary leader who has consistently delivered multi-million-dollar growth through innovative go-to-market strategies, cross-functional alignment, and restructuring initiatives that shift companies from reactive operations to customer-focused, sustainable growth models.
Communication
Fluent in both French and English, Josianne is a persuasive and collaborative communicator who fosters trust among teams, builds strong client relationships, and leads with clarity and purpose to inspire organizational alignment and long-term loyalty.
