From the moment Anne-Marie LaBerge joined BRP in October 2016 as Senior Vice-President, Global Brands & Communication, she’s made her mark on the company’s DNA, winning our customers’ hearts and minds with a renewed focus on building long-lasting relationships with global communities.
Born in Rochester, Minnesota, Anne-Marie discovered Quebec as a five-year-old on a sled behind her parents’ Ski-Doo. Her passions – family and adventure – took root at her family’s hunting and fishing camp, which she still loves to explore via snowmobile and ATV. Professionally speaking, Anne-Marie discovered very early on in her career that she had a genuine interest for marketing transformations, and more precisely for customer engagement.
From her start at TELUS in 1996 to her appointment as Vice-President, Brand and Marketing Communications in 2009, Anne-Marie played a key role in building one of the most loved brand in Canada. Her visionary approach is what then led her to BRP, and her love of the outdoors was a natural fit with our adventurous spirit.
Anne-Marie’s client-centred approach and exceptional ability to think outside the box earned her several accolades, starting in 2011 with a Marketer of the Year award from Strategy magazine and the Québec Women in Business – Large Corporations award. She also received the prestigious CMO Club Marketing Innovation Award in 2017 and was recognized in 2018 as a marketing visionary of the year by Infopresse. In 2019, Anne-Marie was again nominated for the Marketer of the Year award from Strategy magazine. In 2022, BRP was recognized as Brand of the Year by Strategy magazine, an honour which, according to Anne-Marie, reflects all the work that is done at BRP to bring to life the incredible experiences its brands deliver to adventure seekers every day.