2024 Star Women in Grocery Award Winner Julie Massicotte (Q&A)
Julie Massicotte
Director, Centralized Marketing Services
Metro
How did you get your start in the grocery business?
I have been working in retail since 2005, starting in advertising agencies on major international retail accounts. I quickly learned how to prioritize, to manage employees, and how retailers and CGPs were thinking and managing their businesses.
I then started in the grocery business in 2016 at Metro. I started as marketing manager for the Metro brand in Quebec, then was promoted to senior manager two years later, adding management of Metro’s proximity banners and being assigned to transformational projects. In 2022, I took on a new role as director of a new department: Centralized Marketing Services where we offer a full range of marketing services to all Metro Inc. banners—in both Quebec and Ontario—as a media, governance and retail media centre of expertise within the marketing and digital department.
What keeps you passionate about your work?
In a fast-paced industry like food, change and innovation are constant. Consumer behaviours, media habits and media products are continually evolving, which requires us to stay informed, curious, open to new ways of working, testing and learning. This environment demands agility, humility and the ability to adapt quickly. My team and I strive not only to adapt to new realities as they emerge but also to challenge the status quo and uncover opportunities brought about by change. We must be extremely creative to support our business and achieve its goals which means that there is no day like another, no routine. Lastly, I am surrounded by passionate, hard-working, competent and experienced individuals who keep me intellectually stimulated and energized.
What is the best advice you've received in your career?
Early in my career, I was advised to surround myself with experienced and trustworthy individuals. A strong team not only enhances performance and delivers superior results but also fosters personal growth and leadership development. Together, we can achieve greater heights, inspire one another to excel, and effectively tackle any challenges that arise, because a team is greater than the sum of its parts. Furthermore, always stay curious and ask questions as curiosity is the catalyst for innovation and growth.
What would you say is a highlight of your career, so far?
I played a pivotal role in a transformational project within our marketing department: the creation of a new division, Centralized Marketing Services. This division was built from the ground up to provide a comprehensive range of marketing services to all Metro Inc. banners in both Quebec and Ontario. It functions as a media, governance, and retail media centre of expertise within the marketing and digital department. I was responsible for building a team, recruiting experts, defining our mission and establishing our operational model to drive efficiencies. This initiative demanded significant cross-functional collaboration, offering me invaluable learning experiences, and enabling me to make an impact on the business.
How do you like to spend your time outside of work?
As a mother of three, I am always on the go, whether for work, family, friends or activities. I am an avid tennis fan; my family and I play together…[and] have been immersed in the sport for years. I also enjoy travelling, practicing yoga, indulging in great food, appreciating art and, most importantly, spending time with the people I love.
What is a fun fact about you?
From a young age, I've had a strong passion for the arts, even winning several prizes for my artwork in my early years. As a young adult, I dedicated part of my time to painting and even had the opportunity to sell a few pieces. While raising my three children became my primary focus, I anticipate revisiting my artistic pursuits later in life, as creativity remains a fundamental part of who I am. And working in marketing allows me to stay connected to my creativity by leveraging strategic thinking and innovative problem-solving skills to drive impactful results.
Anything else you'd like to add?
To those at the start of their careers, my advice is to actively pursue mentorship opportunities, cultivate your professional network, and remain open to feedback. I am deeply grateful to everyone who has supported me along my career journey. The mentorship and guidance I've received have been invaluable, and I feel incredibly fortunate to be part of a company like Metro that places a high value on mentorship.
Click here for the full list of 2024 Star Women in Grocery award winners.