The CMO of CCM is working to bring emotion to the hockey equipment space.
After more than 20 years in the CPG and food business, the industry veteran moved into a new role as chief marketer of Montreal-based hockey equipment company CCM in January.
Having worked at Molson Coors, Coca-Cola, Agropur, and most recently Keurig Canada (where she was VP of marketing until November last year), Losson says moving into the sports arena required lacing up her skates and, quite literally, hitting the ice.
“You need to get a handle on the key players and to understand the dynamic of the category,” she says. “There’s been a significant shift towards performance that I quickly needed to understand.”
So far this year, she has overseen a few campaigns promoting new product launches – with an assist from hockey stars Connor McDavid and Sidney Crosby – but the CMO tells strategy the company is gearing up to launch new work aimed at connecting with hockey fans on a more emotional level.