2024 Hardlines Conference Speakers
(We are please to present a range of experts from around the world, who will present in both French and English. Simultaneous translation will be available for all delegates.)
Sherri Amos
Director Dealer Support, Home Hardware Stores Ltd.
Equipped with 25 years of experience in the hardware industry, Sherri Amos is a distinguished leader recognized for her expertise in retail operations. With a background in the Fine Arts, Sherri’s creativity and adaptability have positioned her as a strategic leader at Home Hardware Stores Limited, where she is now Director of Dealer Support.
Her passion for continuous improvement and dedication to fostering strong relationships with Home Hardware’s Dealer network continue to shape the organization’s trajectory and leave a lasting impact on home improvement retailing in Canada.
Pierre Battah
Author & Workplace Expert,
Pierre Battah Leadership Inc.
Pierre Battah is an award-winning author and workplace leadership specialist. He is a long-time workplace columnist for CBC/Radio-Canada, a TEDx presenter, a former senior manager in HR and was previously an associate professor in management at Mount Allison University.
Pierre is fluently bilingual in French and English, holds an MBA and professional designations in HR, management consulting and as a professional speaker.
His book Humanity at Work, Leading for Better Relationships and Results won gold at the 2020 Nautilus Book Awards in the US.
He is the new executive in residence and moderator at the University of New Brunswick’s Wallace McCain Institute for Entrepreneurial Leadership and he recently received Rotary International’s highest distinction, the Paul Harris Award for outstanding contribution to the community.
Michelle Chouinard-Kenney
Chief Executive Officer, Gibson Building Supplies
As the CEO of Gibson Building Supplies, Michelle Chouinard-Kenney has been responsible for running all facets of the business since 2004.
Prior to taking on her role at Gibson, Michelle was the Residential Business Manager for Chouinard Brothers from 1996 through to 2004, garnering much success in growing that sector of the business.
Michelle has led our organization with determination, foresight, and a community focus that launched the Gibson Gives Back series of charitable initiatives during the height of the pandemic — in addition, to ensuring that we never waver in our level of service and commitment to our customers and suppliers.
Charles Grégoire-Béliveau
Vice-President, Merchandising, BMR Group
As Vice-President, Merchandising at BMR Group, Charles Grégoire-Béliveau oversees all activities related to the merchandising and commercialization of products. He joined BMR in 2016 as Director, Purchasing for Corporate Stores. He was subsequently promoted to Director, Merchandising, and then Senior Director, Merchandising, launching several key initiatives including BMR’s import activities in Asia.
An effective and committed leader, Charles is involved in various activities related to the renovation and hardware industry, notably as Chairman of the Board of Éco-Peinture, an organization that regulates and manages paint recycling for the Quebec market.
He holds an MBA and a Bachelor’s degree in Business Administration from the Université du Québec à Montréal.
Richard Darveau
Founder, Well Made Here
President, AQMAT
Richard Darveau is the founder of the organization “Well Made Here”, an organization which focuses on promoting Canadian manufacturers and Canadian products.
RIchard serves as the president of AQMAT, the Quebec Hardware and Building Materials Association, which represents retailers, vendors and service suppliers to the retail home improvement industry. He leads a team that develops research and information to support the interests of Quebec hardware and home improvement dealers.
RIchard is a dynamic and outspoken ambassador for the industry, who is quoted regularly on Quebec TV and in the general media.
Hugo Girard
World Champion Strongman, Wellness Leader
As the founder of Hugo Strong and Hugo Nutrition, spokesperson for BMR, Alexi Construction, Groupe Olivier, and Thaïzone, and in addition to being a host and speaker, Hugo Girard embodies commitment to health, well-being, and mental and physical strength. His exceptional journey, marked by his sporting achievements and his dedication to helping others reach their full potential, makes him an inspiring role model for all.
A native of Portneuf-sur-Mer on Quebec’s North Shore, he began training at the age of 5, and by 12 was already determined to become the strongest man in the world. In 2022, he achieved this feat by winning the IFSA SuperSeries World Championship title. He was Canadian champion of his sport from 1995 to 2004 and North American champion from 2001 to 2002. One of his most remarkable feats was to pull an 80-ton Boeing 737 100 feet in 43 seconds.
Jason Tasse
President, Chief Operating Officer, Lee Valley Tools
Jason Tasse is the President and COO of Lee Valley Tools, a family-owned Canadian business that has been serving the needs of woodworkers and gardeners since 1978. Founded on the guiding principles of customer centricity, integrity and treating the customer as a friend, Lee Valley Tools has earned its reputation as retail’s ethical capitalist. Lee Valley has been recognized as one of Canada’s best-managed, top-ranking for Instore experience and a leader in job creation for both manufacturing and retail.
Jason graduated from Queen’s University’s MBA program and the Stagen Leadership Academy. He has spent three decades as a key contributor in shaping both culture and strategy at Lee Valley, including shaping the company’s successful digital and succession transformations. As a family man, married with two sons, Jason now spends most of his discretionary time coaching at the national, professional and youth levels.
Heléne Loberg
Head of Sustainability , IKEA Canada
As the leade for Sustainability at IKEA Canada, Heléne Loberg represents an international brand whose product range and vision aims “to create a better everyday life for the many people”.
Heléne is responsible for the integration and implementation of the IKEA People & Planet Positive sustainability strategy. She leads the climate-positive, people-focused agenda across all Canadian markets and customer meeting points, including stores and fulfillment units. She also facilitates locally relevant community collaborations that further the brand’s sustainability ambitions and goals.
Heléne brings nearly two decades of diverse experience from across the IKEA organization to her current role having held leadership roles in Sweden, China and Canada. She is regarded for her leadership and drive for continuous improvement having built processes and cultures for her teams to thrive wherever she has travelled in the organization.
She holds a Master of Science from Sweden’s Lund University, Sweden and currently lives in Edmonton, Alberta.
Alain Ménard
Senior Vice-President, RONA Affiliated Dealers
Alain Ménard joined RONA in January 2024 as Senior Vice-President, RONA Affiliated Dealers. Thanks to his long career with independent retailers in the food sector, Alain has a unique expertise with this clientele and is recognized for his leadership skills.
Before joining RONA, Alain held the position of Vice-President, Development and Commercial Relations, Affiliated Dealers with Sobeys Corporate (IGA, Tradition, Bonichoix, and Rachelle-Béry), where he worked for nearly twenty years. over the years, he held many important responsibilities within the organization, including innovation, department strategy, optimization of online grocery execution, in-store fixtures and fittings, and operational support. Earlier in his career, Alain also held various executive and senior management positions in several major food chains.
Alain holds an EMBA from McGill-HEC Montréal and is a certified corporate director (ASC) from Université Laval, sitting on the board of several Québec companies and NPOs. In recent years, he has also been involved in SAQ/HEC retail training as a speaker, and has designed structuring training to ensure continued leadership and entrepreneurship in Québec.
Peter Norman
Vice-President & Chief Economist, Altus Group
Peter is a well-known professional land economist and forecaster and is Vice President and Chief Economist at Altus Group. Widely quoted in the Canadian media, Mr. Norman is a frequent expert witness on economic matters and leads a national team of economic consultants advising private and public sector organizations across Canada, providing economic intelligence and strategic information.
Mr. Norman earned a BA at Trent University and an MA at the University of Guelph, has sat on the Executive Committee of the Toronto Association of Business and Economics, the Economic Research Committee of the Canadian Home Builders’ Association and is a member of the Association of Ontario Land Economists and a member of Lambda Alpha International, an Honorary Society for the Advancement of Land Economics.
Shawn Ettinger
National Hardware Procurement Manager, TIMBER MART
Shawn Ettinger has over 35 years of combined experience in hardlines-product sourcing, buying, marketing and merchandising of which he’s gained by working for various retailers and suppliers alike, such as Beaver Lumber, Home Depot and JR Home Products/Servrite. Today, Shawn leads TIMBER MART’s hardlines buying as the group’s national hardware procurement manager and is also on the steering committee of hardlines buying group, Spancan where he’s actively involved in the purchasing decisions of the group for the benefit of its membership and their easy access to hardlines products. He brings to the panel an abundance of knowledge in hardlines and a deep understanding of the independent dealer and consumer market in Canada.
Natacha Laurin
Category Director, Home Decor, RONA inc.
Natacha Laurin has over 20 years of experience in the retail industry. She is a product and merchandising expert who is known for her leadership, resilience and tenacity.
She joined RONA in 2021 as Category Manager for the Dealers Division and within a year, she was promoted to Category Director for the Home Décor business unit. In this role, she oversees the development and growth of multiple categories to support the success of the dealer network.
Natacha first started her retail career in the Fashion industry, working with top brands in the Greater Montreal Area. Prior to RONA, she held the position of Senior Account Manager for the ALDO group international. Her 360-business vision, acute sense of customer needs and her ease to forge relationships led her to manage the top accounts for the Middle East Territory.
Natacha graduated in Retail merchandising from Lasalle College and rapidly invested her time and energy in pursuing her passion in the retail world. She also developed additional skill sets over the course of her career through various training courses.
Alex Burcham
Senior Category Manager, Orgill, Inc.
Alex Burcham is Orgill’s Senior Category Manager for Plumbing, Electrical, Heating and Cooling. His experience includes Builders Hardware and Locksets, in addition to his current responsibilities.
For over 20 years he has been involved with Orgill dealers in the U.S. and Canada in various roles. Alex displays an ability to effectively co-ordinate with manufacturers, vendors, suppliers, and sub-contractors. He is both strategic and analytical, with outstanding problem-solving skills.
Kelvin Johnston
Senior Buyer, Commodity Lumber and Panels,
Castle Building Centres Group Ltd.
Drawing on his 35 years of industry experience, Kelvin is an integral part of the Castle Buying Team. For more than 11 years, the Wilfrid Laurier University graduate has led and managed the commodity wood products category for the group. He draws on his knowledge and industry network to successfully direct over 300 Castle independent dealers across Canada on their commodity wood product purchases.
Kelvin has his finger on the pulse of the wood commodity industry and has lead Castle locations through some of the most volatile of years in the history of the Canadian lumber industry. Each week, Kelvin shares his insights on the Commodity Wood Products Market by summarizing recent events in a written and video format. He provides actionable advice to his long-time followers via email and Castle social media platforms.
As a result of Kelvin’s commitment and altruistic nature, he has been named volunteer of the year for his commitment to coaching sledge hockey. He continues to support Parasports with his current endeavor as head coach of a wheelchair curling team.
Rabia Dhanani
Merchandise Manager, Millwork, Home Hardware Stores Ltd.
Rabia Dhanani is an experienced buying professional who has been with Home Hardware Stores Limited for four years in merchandise management. She has a passion for product development and innovation, and currently manages the millwork category of the business, following prior work in cabinetry and flooring. Before joining the hardware industry, Rabia worked as a private label buyer in women’s apparel. Her experience in retail started in stores on the floor and has now extended to merchandise management.
