Following the launch of its digital agency REF and the acquisitions of Dialekta and Varibase, LG2 Group is proud to announce the arrival of Maxime St-Pierre. Bolstered by his internationally recognized experience in the digital and artificial intelligence sectors, Maxime will officially join the Group on November 25. In addition to his role as Executive Vice President, Strategy and Innovation within REF Digital, St-Pierre will take on national responsibilities for the entire LG2 Group as Partner and Executive Vice President, Technology and AI.

Before joining the Group, Maxime served as Executive Director and Head of Digital at CBC/Radio-Canada for nearly 10 years, where he led the strategy and deployment of digital experiences and products such as the Olympic Games audio and television platform, as well as more niche, tailor-made products like RAD and Mordu, playing a key role in the public broadcaster's transformation. He also oversaw the digital business intelligence unit, ensuring the implementation of user data practices and artificial intelligence technologies.

Maxime’s arrival is particularly significant for REF, the Group’s digital agency launched last September. As Executive Vice President, Strategy and Innovation, he will lead the consulting and strategy teams there. The agency’s clients will therefore directly and immediately benefit from his human-centric approach, his ability to navigate complexity, and his proven background in business transformation and multi-platform digital product development.

In his previous roles at Nurun, he also played a key role in the development and implementation of digital strategies, applications, and e-commerce platforms for leading national and international brands such as Jean Coutu, Sony, Coca-Cola, SNCF, TAG Heuer, Wolf Sub-Zero Cove, L’Oréal, Adidas, and Leap Frog.