Management Team

For over 40 years, Norman Hébert has been involved in the family business founded by his father in 1959. He currently sits on the Board of Directors of AddÉnergie, the North American leader in electric vehicle charging solutions and he is also Co-Chair of the Board of Directors of Bonjour Startup Montréal, whose mission is to facilitate the creation, growth, and outreach of Montreal startups. Moreover, he also sits on the Board of the Montreal Children's Hospital Foundation.

Previously, he chaired the board of directors of the Société des Alcools du Québec from 2006 to 2013. In 2010, he co-chaired the Centraide of Greater Montreal campaign. From 2012 to 2020, he was Chairman of the Board of Concordia University.

Involved in the automotive industry for more than three decades, Mr. Hébert has, among other things, headed the Dealer Council of several leading brands. He also held various positions within the Canadian Automobile Dealers Association (CADA). His dedication and excellence have been recognized on several occasions. In 2012, he was given the CADA National Laureate Award - Ambassador Category - for his extraordinary service to the community and the automotive industry. He is the first person originating from the Province of Quebec to receive this high distinction from the Canadian automotive industry.

In 2017, Mr. Hébert was recognized as a member of the Order of Canada, one of the country's highest honors, for his leadership in the automotive sector. Mr. Hébert graduated from Concordia University in 1977 with a degree in Business Administration. Mr. Hébert also completed studies in civil law at the University of Ottawa where he obtained his law degree in 1980.

Norman John Hébert began his career in Paris as a senior consultant with the prestigious strategic consulting firm Oliver Wyman, where he completed several mandates in Europe and the United States. It was in 2014 that he took his first steps within the family business, as Vice-President and General Manager at MINI Brossard. In 2015, he was appointed to the position of Vice-President of Business Development, a position he held for five years. In 2020, he was promoted to the position of Vice-President, Chief Operating Officer to manage the overall operations of Groupe Park Avenue. In February 2023, he was appointed President and Chief Operating Officer of Groupe Park Avenue. Norman John is part of the third generation of the Hebert family to take over the reins of the company.

In his day-to-day role, he is responsible for the strategic direction and growth of the Group. In addition to his role within the company, Norman John currently sits on the boards of directors of the Montreal Mount Sinai Hospital and the Conseil québécois du commerce de détail (CQCD).

Norman John is a graduate in Business Administration from St. Francis Xavier University in Nova Scotia. He also completed an MBA at the École des hautes études commerciales (HEC Montréal).

Jean-François Lacroix has been acting as Vice-President and Chief Financial Officer at Groupe Park Avenue since 2019. He holds a strategic position within the executive committee and is responsible for the execution of business plans and optimizing the organization's results. He assists the President and Chief Executive Officer and participates in the development and execution of the organization's strategic plan in collaboration with the Vice-President and Chief Operating Officer. Mr. Lacroix is very involved with non-profit organizations in the fields of education, culture, and entertainment. He is currently a board member and treasurer of the YMCAs of Québec. Previously, he was a board member of the l'École Nationale de Théâtre du Canada (2016-2020), the TOHU (2012-2014), and the Centre Père Sablon (2014-2019).

Jean-François Lacroix began his career with the accounting firm Deloitte. He then moved on to the position of Corporate Controller at Telecon. Before joining Groupe Park Avenue, he worked as Chief Financial Officer and Executive Vice President for international companies including Solotech, Stingray Business, and D-Box Technologies.

Jean-François Lacroix holds a Bachelor's degree in Business Administration from the Université Laval and a Master's degree in finances (MBA) from the Université de Sherbrooke. Mr. Lacroix is also a member of the Chartered Professional Accountant (CPA-CA).

Geneviève Lagassé made her debut at Groupe Park Avenue in 2021 as Director of Human Resources. Leveraging her expertise and extensive experience, Geneviève was quickly promoted to the role of Vice President, Human Capital, a position she has now held since February 2023. In her daily role, she actively participates in the evolution of the Groupe's strategic plan in collaboration with the Executive Chair. She is responsible for translating it into human resources (HR) initiatives and ensuring that they add value to the Groupe. She also provides support to managers so that they can reach their goals.

Prior to joining Groupe Park Avenue, Geneviève held various management and HR consulting roles in prestigious technology companies such as Adacel, PWC and IBM. Involved in the HR sphere for over twenty years, Geneviève is a member of the Ordre des Conseillers en ressources humaines et en relations industrielles agréés du Québec. She is also a member of the International Coach Federation.

Geneviève holds a Bachelor's degree in Industrial Relations from the University of Montreal (1993) and a Master of Science in Human Resources Management from the HEC Montreal School of Business (1995).