New VP of Sales for Cascades PRO

François David, VP, Sales, Marketing & Innovation, Cascades Tissue Group

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Q: What path brought you to Cascades PRO and the jan/san industry? 

A: I’ve been lucky enough to have spent more than two decades in sales and marketing positions across a variety of industries. My professional career began at Johnson & Johnson, which led to positions that provided me the opportunity to launch new brands and businesses, build effective teams, launch innovations, manage commercial operations and much more. My experience with brand and private labels, as well as the diversity of the different industries I’ve worked in, has allowed me to lead with a unique perspective, one that has given me the opportunity to utilize my flexibility and adaptability to stay ahead of the curve on the constant evolution of the industry. The previous knowledge I’ve gained, and my expertise has positioned me well to spot key trends, offer a fresh perspective and ultimately make informed, strategic decisions to further elevate Cascades Tissue Group as both a thought leader and a customer centric company. 

Q: What excites you about joining this new industry?

A: Opportunity. Plain and simple, the opportunity that exists in this industry is immense. That is very exciting for me! For the first time in my career, I’m in an industry that covers a very basic human need.  Over the past 1.5 years with the Pandemic, we experienced a time like no other. A massive panic with lines and people fighting to buy the very basic necessities that we manufacture, paper towels and toilet paper. Items that once seemed so accessible and available, were no longer right at our fingertips. While that may no longer be the case, the Pandemic changed how we view hygiene, and that’s not something that will change in the foreseeable future. Hygiene and sustainability are at the core of everything we do at Cascades Group Tissue and the heightened awareness and desire for both provides us with a great deal of opportunity moving forward. 

This industry is transforming itself and that’s what motivates me – learning a new industry and being a part of a movement that will bring something from where it is, to something better. 

Q: What are you most looking forward to in your new role?

A: As I embark on my new responsibilities here at Cascades Tissue Group, I’m truly looking forward to building an effective and passionate team. When I see that my team is not only growing but thriving and succeeding, that’s when I know I’m making a positive impact. I want to see my team jump over the line, start running and never look back. 

Q: What do you want the industry to know about you?

A: Above all else, I’m a family man. As it relates to business, however, I don’t consider myself an entrepreneur, but an intrapreneur – I am passionate about companies like Cascades that truly inspire me. This industry is changing and evolving at a rapid rate. With recent trends focused on the acceleration of e-commerce and with the changes brought about by COVID-19, this industry is not the same as it once was. All of this change has motivated me to bring forth a fresh perspective that aligns with the complex evolution of the industry

Q: What are some of your immediate goals in your new role?

A: While our immediate goals are important, I’m focusing on the bigger picture and developing a two-year implementation plan that aims at its core, at a more customer centric future. We are very focused on delivering exceptional quality and the right product, to the right customer at the right time. We want to be the best strategic partner we can be for all of our existing and future customers.


Source: Cascades PRO