Sid Lee announces three senior hires, including head of strategy

Following Martin Gauthier’s appointment as Canadian CEO, the agency has announced three hires to bolster its local, national, and international teams.

Géraldine Tixier has been named vice-president, head of strategy, joined by Luz Sabogal as VP, head of IT.

Tixier spent  more than seven years in a series of strategy roles with DDB Paris, and spent two months working for Sid Lee as a freelance strategist before moving to Cossette.

She has worked with clients including Google, Johnson & Johnson, LVMH and SickKids.

Julien This has also stepped into the role of business development director for Sid Lee in Montreal. Described by the agency as an “unconventional goal achiever,” This boasts nearly 10 years of experience in business development, most recently through the media companies Urbania and Narcity. He also previously held a role at Cossette.

“These additions to our creative collective bring renewed energy and top-notch expertise to our know-how,” said Gauthier. “We are very proud to welcome these highly talented individuals, recognized for their excellence in their respective fields. Each of them, in their own way, complement our existing teams and bring a dynamic impetus to our renewal process

Sabogal began her IT career in Columbia, where she spent nearly two decades before arriving in Quebec, most recently as director of IT operations and support at Quebec Blue Cross.


Emma Johnston-Wheeler