Boucherville, February 8, 2021 - The Master Group is pleased to announce the appointment of Benoit Chayer as Vice-President of Marketing & Digital Experience effective March 1st, 2021.
“The marketing landscape is constantly evolving, and digital technology must be contemplated and integrated effectively to enhance the Master experience for our customers,” explains Keith Strachan, Senior Vice-President, Distribution. “Our team considers Marketing a fundamental contributor to our core business. With today’s announcement, we add incredible talent to support our network of people across Canada who seek to provide a world-class experience for our customers. It is rare to have a Marketing executive with the field experience, industry longevity, and product understanding that Benoit brings to this role. His passion for the Master brand and culture, coupled with his experience and belief in leading edge digital integration positions Benoit perfectly to champion our Marketing efforts.”
With a bachelor’s degree in mechanical engineering, Benoit took his first steps in the HVAC-R sector as a refrigeration technician. He has successively worked as a supervisor and project engineer at Kraft Canada Inc. In 2011, he joined Master as Product Manager, Commercial Equipment (LG and YORK) to develop the VRF market, train sales personnel and adapt the structures of each department to operate with this new type of equipment. Noted for his strategic vision, ethics and product knowledge, he was promoted to the position of Vice-President, Sales and Strategy in 2016.
“After 10 years at The Master Group I’m incredibly excited to focus on Marketing and our Digital Experience” said Benoit. “Having been a loyal customer of The Master Group for many years before joining the company, I fundamentally understand that our customers rely on us to be trustworthy, provide industry-leading support, be easy to do business with, and have access to the proper product when and where they need it. Working collaboratively with our teams throughout Canada, I am honored to be in a position to innovate and accelerate our journey by offering a world-class customer experience with seamless digital integration for our partners.”
About The Master Group
A leader in the heating, ventilation, air conditioning, and refrigeration sector for over 67 years, The Master Group has been named one of Canada’s best-managed companies since 2010 and is the largest HVAC/R distributor in Canada. The company now employs over 950 dynamic and devoted individuals who serve the industry at more than 44 branches and 4 distribution centres from British Colombia to the Atlantic Provinces. To learn more, go to master.ca or follow us on LinkedIn at linkedin.com/company/themastergroup.
Communications and Marketing Director
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Press Release (PDF file)