Serge Lafrance

Serge Lafrance is Associate Professor (HEC Montreal) and Senior Advisor at HEC Executive Education Center.

He began his career teaching at the university level and, after six years, went on to hold several executive positions throughout Canada and the US, namely with the Léger Marketing Group (1997-2013), during which time the company dramatically increased its business reach by expanding across Canada, as well the United States and Europe.

Later, from 2007 to 2013, Serge also served as Regional Director for the Americas for the WIN-Gallup International Association (GIA), the world’s leading association in market research and polling, whose 76 member countries generate a combined total revenue of $1.15 billion USD.

Over the past 25 years, Serge has been a valuable advisor to companies in their marketing strategies, with a focus on growth and business development.