Florent
Bayle-Labouré
- Executive
- Strategic Advisor
- Board Member
About
Over 20 years of experience in strategy, strategic planning, brand strategy and business development across entertainment, live shows, media, creative industries, attractions and tourism.
My career combines executive leadership, entrepreneurship and strategic consulting, with experience working across international markets.
An international perspective
Professional experience across Canada, the United States, the United Kingdom, France/Continental Europe, the Middle East and Asia.
Originally from France, I have been based in Montreal for 25 years.
Biography
My career has taken me from advertising and brand management to business strategy, general management and entrepreneurship.
I started in advertising before joining Cirque du Soleil, where I worked on global brand strategy and management, as well as the company’s diversification into new entertainment experiences.
I later served as Vice-President of Brand at Fido, Head of Marketing at Mishmash and General Manager of X3 Productions, a touring exhibition company operating the Star Wars and Indiana Jones licences. I then co-founded Habo, a strategy consultancy specializing in entertainment and creative industries.
I subsequently returned to Cirque du Soleil as Vice President, Strategic Development, then Chief of Staff and Strategy, in senior leadership roles spanning strategic development, business development and business strategy.
Career path
| Cossette | Marketing and advertising agency experience |
| Cirque du Soleil | Global brand strategy and management, diversification into new entertainment experiences |
| Fido (Rogers Communications) | Vice-President, Brand |
| Mishmash | Head of Marketing |
| X3 Productions | General Manager | Touring exhibitions business (Star Wars & Indiana Jones licences) |
| Habo | Co-Founder | Strategy consultancy for entertainment and creative industries |
| Cirque du Soleil | Senior leadership: strategic development, business development, general management, business strategy |
- Education
- Master in Marketing, HEC Montréal
Strategy Consulting & Advisory
I provide strategy consulting and advisory to executives, entrepreneurs and organizations, on business strategy, strategic planning, brand strategy, growth and business development.
Areas of expertise
- Business strategy and strategic planning
- Business development and new business models
- Brand strategy, positioning and management
- Market research and consumer intelligence
Industries
- Entertainment and live entertainment
- Broadway and West End
- Attractions and theme parks
- Location-based entertainment (LBE)
- Family entertainment centers (FEC)
- Immersive experiences
- Tourism
- Arts and culture
- Media and creative industries
- Lifestyle
Fractional Leadership
Available for fractional executive roles, as a part-time Chief Marketing Officer or Chief Strategy Officer, for organizations that need senior leadership without a full-time hire.
Roles
| Fractional CMO | Brand strategy, brand positioning, marketing strategy and marketing leadership |
| Fractional CSO | Business strategy, strategic planning and business development |
Speaking
I regularly speak at international conferences and industry events about brand strategy, entertainment, consumer engagement and the role of emotions in shaping experiences.
Speaking topics
- Brand strategy and consumer engagement
- Entertainment and experiential marketing
- Emotional impact and storytelling
- Customer experience and immersive experiences
- Creativity, innovation and business growth
Selected conferences and events
| ACI World Airport Experience Summit | Istanbul | 2026 |
| Experiential Marketing Summit | Las Vegas | 2026 |
| Beijing Culture Forum | Beijing | 2025 |
| The Gathering | Canada | 2015 |
| The Post Marketing Forum | Canada | 2016 |
| Les Affaires, Consumer Intelligence Conference | Montreal | 2016 |
Available for keynotes, panel discussions and executive workshops in English and French.
Boards & Advisory Boards
Interested in joining boards of directors and advisory boards of private and not-for-profit organizations, and in supporting their teams with my expertise.
Current board role
Duceppe
Vice-Chair of the Board of Directors
A leading French-language theatre company in North America. I contribute to the organization’s governance, strategic direction and long-term development.
Particularly interested in businesses and organizations where my experience in strategy, strategic planning, brand management and business development can be relevant.
Investment & Entrepreneurship
Interested in acquiring, investing in or becoming a shareholder of established small and medium-sized businesses.
Sectors of interest
- Media & entertainment
- Creative industries
- Tourism & hospitality
- Lifestyle
Particularly interested in businesses with scalable business models, recurring customer bases and opportunities for synergies and growth.
My preference is for active ownership, combining investment with strategic and operational involvement.
Contact
Open to conversations about strategic advisory, fractional executive roles, speaking engagements, board opportunities and entrepreneurial projects.