After serving as a senior marketing analyst at CROP and SECOR, JoAnne Labrecque (MBA, Ph.D. Cornell) became a marketing professor at HEC Montréal, where she coordinates courses in retail and distribution. She currently serves as the academic director of the SAQ-HEC Retail Certification at the HEC Montréal School of Executive Education. She also acts as a mentor and coach for SME managers and is a member of various boards of directors.