Patrick Lavallée is the omni-channel and content marketing lead for the Franchise Division of FGL Sports, part of the Canadian Tire family of companies. With his team, he manages all marketing channels for the Sports Experts, Atmosphere and Trio hockey brands (Hockey Experts, Rousseau Sports, L’Entrepot du Hockey).The FGL Franchise network includes over 100 stores in the province of Quebec, as well as an e-commerce site. Sports Experts, an iconic brand in the province, recently celebrated its 50th anniversary.
Previously, Lavallée served as digital media director at the Quebec agency Bleublancrouge, where he helped to build the agency’s first digital team, brought the first programmatic trade desk in house, as well as implementing the first DMP solution for the agency’s clients.
Lavallée has a M.Sc in business with an e-commerce specialty and over 11 years’ experience in marketing and digital media.