PromoGroup, a Montreal, QC-based buying group for the Canadian distributors, welcomes Maxx Rochette as partner and vice president of strategic growth. The appointment will help drive expansion across the country, says the company.

Maxx Rochette, PromoGroup

Rochette has nearly 15 years of experience in the industry, most recently as vice president of Canadian Solutions for Business, the Canadian division of Counselor Top 40 distributor American Solutions for Business (asi/120075). He has extensive experience in business development, distributor operations, mergers and acquisitions, and program implementation.

“I chose to join PromoGroup because of the people behind it, the model they’ve built and the opportunity to shape the future of distributor success in Canada,” said Rochette. “PromoGroup is Canadian-rooted and forward-thinking. We’re not here to compete with our partners – we’re here to scale alongside them.”

For nearly 20 years, PromoGroup has served distributors in eastern Canada – now more than 65 benefit from strong buying power and long-term relationships with PromoGroup and preferred suppliers. Rochette’s appointment marks the next phase in its coast-to-coast growth strategy.

“Maxx brings the kind of energy, market awareness and forward-thinking mindset we need to accelerate PromoGroup’s mission,” said Alexis Gemme Piacente, partner at PromoGroup. “He truly understands today’s distributors – what they want, what they struggle with and where they’re going. With Maxx as a partner, we’re not just expanding, we’re evolving.”