Tenaquip

As Director of Distribution at TENAQUIP, I led a national logistics network and oversaw the operations of three large-scale distribution centers in Montréal, Edmonton, and Vancouver, representing over 500,000 sq. ft. of capacity. My mandate was to drive operational excellence, scale the business, and deliver measurable results while ensuring service quality and strategic alignment.

I had the privilege of leading and inspiring a team of more than 325 employees across Canada, fostering a culture of accountability, collaboration, and peak performance. As part of the executive leadership team, I contributed to strategic decision-making and growth planning at the company level.

A key part of my role involved spearheading major transformation projects. I directed the go-live and stabilization of Infor WMS across the distribution network, ensuring a smooth deployment, enhanced visibility, and stronger process integration. I also championed automation and continuous improvement initiatives that significantly improved efficiency, scalability, and service reliability.

My focus on strategic impact extended to financial decision-making. I successfully prevented a potential $25M loss by halting a high-risk project and designing a $10M alternative with far stronger ROI and long-term value. I was also responsible for national Health & Safety programs, infrastructure reliability, and risk mitigation, ensuring the business could operate safely, efficiently, and sustainably.

Director of Distribution

Metro Inc.

As Director of Distribution for Metro’s Fresh Distribution Center, I led one of the most advanced logistics operations in Canada, overseeing a large-scale, high-volume environment dedicated to the handling and distribution of fresh and highly perishable products. My responsibilities spanned all aspects of distribution center management, automation, performance, and operational excellence.

I had the privilege of leading a workforce of more than 425 unionized employees and 40+ management staff within a 566,000 sq. ft. facility featuring 99 dock doors and ceiling heights of up to 93 ft. The site operated 24/7 and was powered by a WITRON WMS system, handling more than 15,000 pallets (700,000 cases) in weekly outbound shipments.

A key focus of my role was driving efficiency and reliability across the network. I successfully resolved chronic delivery delays and stabilized on-time performance for 275 stores, directly enhancing service levels and customer satisfaction. I also implemented workflow optimizations that increased workforce productivity by 10% in the first year and delivered a 25% boost in capacity and throughput without additional capital investment.

My leadership extended beyond daily operations to include maintenance, capital projects, and automation initiatives, ensuring the distribution center maintained best-in-class reliability and performance. Working in a time-sensitive fresh food environment taught me the importance of precision, speed, and quality. All critical factors in maintaining product integrity and meeting customer expectations.

Director of Distribution - Fresh DC

As Operations Manager for Metro’s Meat & Frozen distribution operations in Québec, I was responsible for leading a high-performance team and ensuring the seamless flow of goods through a 99,000 sq. ft. temperature-controlled distribution center. My focus was on operational excellence, process optimization, and strict adherence to food safety and regulatory standards.

I managed a team of 6 supervisors and 70 employees across all key functions, including receiving, shipping, transportation, inventory, and maintenance. Through hands-on leadership and strategic direction, I created a culture of collaboration, performance, and accountability.

Continuous improvement was a key priority. I led several initiatives aimed at optimizing both physical workflows and system capabilities, which directly improved efficiency and service quality. I also restructured KPI traceability and accuracy, significantly enhancing performance visibility and enabling more data-driven decision-making.

Working within a fresh and frozen environment presented unique operational challenges. I ensured full compliance with HACCP standards and corporate Health & Safety programs, maintaining the highest levels of quality, safety, and product integrity.

Operations Manager - Meat & Frozen Food - Québec

Fleurigros

As Director of Distribution at Fleurigros 1995 Inc., I was responsible for overseeing the end-to-end supply chain of a highly perishable product line, including cut flowers, plants, and floral accessories. My mission was to ensure product freshness, quality, and reliable delivery across a province-wide network of florists.

I directed daily distribution operations and optimized inventory management, striking the right balance between product availability and waste reduction in a fast-moving, short shelf-life environment. I also led transportation logistics and carrier negotiations, improving both service reliability and cost performance.

Beyond distribution, I oversaw facility operations for both the warehouse and office environments, ensuring safety, functionality, and operational continuity. This role strengthened my expertise in managing time-sensitive supply chains and leading operations in an industry where speed and precision are critical to customer satisfaction.

Placements PM Inc.

As Director of Operations at Placements PM Inc., I led large-scale real estate development initiatives from concept to completion, overseeing the creation of 1,200 residential units across multiple projects. My responsibilities spanned every stage of the development lifecycle, including site identification, land acquisition, negotiations, permitting, and sales strategy.

Collaboration with key stakeholders was central to my work. I coordinated with city councils, engineering teams, and government authorities to secure necessary permits and approvals, ensuring projects advanced smoothly and remained compliant with all regulatory requirements.

I also conducted comprehensive profitability and feasibility analyses, providing actionable insights that shaped investment decisions and maximized returns. This role allowed me to bridge strategic planning with on-the-ground execution, driving projects that contributed significantly to the company’s growth and long-term portfolio value.

Director of Operations

Via Capitale Sélect

As a Licensed Real Estate Broker with Via Capitale Select, I built a successful practice focused on residential, commercial, and land transactions. I advised clients throughout the buying and selling process, negotiated complex deals, and ensured transactions were handled with precision, professionalism, and regulatory compliance.

This experience strengthened my expertise in negotiation, client relationship management, and strategic market analysis, skills that continue to support my leadership approach in operational and business development roles. My brokerage license remains active and can be reactivated if required.

Licensed Real Estate Broker

Bridge Publications, Inc.

As Senior Director of Finance and Operations at Bridge Publications, I held progressive leadership responsibilities across finance, operations, and strategic planning for a publishing organization with global distribution reach. I led and mentored a team of five directors overseeing key business functions, including marketing, manufacturing, sales, client services, and distribution, ensuring alignment with corporate strategy and business objectives.

I developed and implemented pricing strategies to balance market competitiveness with profitability and managed major production budgets and capital expenditures. By conducting in-depth financial analyses, I optimized profit margins and operational efficiency, directly contributing to the company’s global growth and long-term financial success.

Senior Director of Finance and Operations

As Director of Distribution at Bridge Publications, I oversaw the operations of a 115,000 sq. ft. distribution center, leading all aspects of performance, resource allocation, and service delivery. I managed a multidisciplinary team across receiving, shipping, inventory control, and contract administration, ensuring efficiency, accuracy, and adherence to service-level standards.

A key highlight of this role was leading the implementation of the Oracle WMS and barcoding technology, from initial planning to successful go-live. I also directed change management, training, and process redesign efforts, which improved data accuracy, operational visibility, and overall warehouse productivity.

This role marked a pivotal point in my career, deepening my expertise in continuous improvement, automation, and large-scale distribution operations. Capabilities I have continued to build upon throughout my leadership journey.

I’m a senior operations and distribution leader with over 25 years of experience transforming complex logistics networks into high-performing, scalable operations. My career has been built on turning challenges into growth opportunities, leading large teams, driving automation, and delivering measurable results across multiple industries in Canada.

I’ve led national distribution networks of up to 475 people, managed budgets over $100M, and consistently delivered transformation projects that accelerated growth and improved profitability. My work includes stabilizing underperforming operations, deploying WMS systems (Infor, Oracle, WITRON), and boosting capacity and throughput by double digits.

What sets me apart is my ability to connect people, processes, and technology to achieve results. I thrive on leading change, building high-performance teams, and leveraging automation and continuous improvement to create resilient, future-ready operations.

I’m currently seeking Vice President or Senior Director opportunities where transformation, innovation, and operational excellence are central to the mission and where I can help organizations scale and succeed for the long term.

🚨 NOUVELLES DE DERNIÈRE HEURE : (English follows)

J’ai désormais étendu ma disponibilité professionnelle à tout poste situé dans un rayon d’environ 2 h 30 de route de la ville de Québec.

Cela inclut notamment : Terrebonne, Boucherville, l’est de Montréal, Drummondville, Saint-Georges-de-Beauce, Alma / Chicoutimi et Montmagny.

Je suis actuellement à la recherche d’opportunités de Vice-président ou de Directeur principal.

Je suis un leader chevronné en opérations et en distribution, avec plus de 25 ans d’expérience dans la transformation de réseaux logistiques complexes en opérations performantes, évolutives et efficaces. Ma carrière s’est bâtie sur la capacité à transformer les défis en opportunités de croissance, à mobiliser et diriger de grandes équipes, à accélérer l’automatisation et à livrer des résultats concrets dans divers secteurs au Canada.

J’ai dirigé des réseaux de distribution nationaux comptant jusqu’à 475 employés, géré des budgets de plus de 100 M$, et mené à bien des projets de transformation majeurs qui ont accéléré la croissance et amélioré la rentabilité. Mon expérience comprend la stabilisation d’opérations sous-performantes, le déploiement de systèmes WMS (Infor, Oracle, WITRON) et l’augmentation de la capacité et du débit de production à deux chiffres.

N’hésitez pas à me contacter !

-- ENGLISH --

BREAKING NEWS:

I’ve now expanded my work availability to include any location within a 2.5-hour driving distance of Québec City

This would include Terrebonne, Boucherville, East Montréal, Drummondville, St-Georges de Beauce, Alma/Chicoutimi, Montmagny

I’m currently seeking Vice President or Senior Director opportunities.

I’m a senior operations and distribution leader with over 25 years of experience transforming complex logistics networks into high-performing, scalable operations. My career has been built on turning challenges into growth opportunities, leading large teams, driving automation, and delivering measurable results across multiple industries in Canada.

I’ve led national distribution networks of up to 475 people, managed budgets over $100M, and consistently delivered transformation projects that accelerated growth and improved profitability. My work includes stabilizing underperforming operations, deploying WMS systems (Infor, Oracle, WITRON), and boosting capacity and throughput by double digits.

Feel free to reach out!

Roch Lefrançois

Sr. Director – Operations & Distribution | Automation • Continuous Improvement | Open to New Opportunities | 17.5K+ Followers

Pourquoi m’embaucher? (English follows)

Si vous cherchez un leader capable de structurer, optimiser et faire croître vos opérations… parlons-nous.

✅ 25+ ans d’expérience en direction d’équipes, de projets et de budgets (jusqu’à 100M$)
✅ Expertise en distribution, logistique, immobilier, amélioration continue, et plus
✅ Leadership humain, clair, axé sur les résultats concrets
✅ Expérience en milieux syndiqués et non-syndiqués, équipes jusqu’à 450 employés
✅ Solide vision stratégique avec une exécution terrain rapide

Je suis disponible pour des rôles de :

- Vice-président / Directeur principal
- Consultant stratégique ou opérationnel
- Mandats de transformation ou de croissance

📍 Basé à Québec, ouvert au télétravail ou déplacements ponctuels

 🏢 Ouvert à plusieurs secteurs : distribution, manufacturier, services professionnels, immobilier, parapublic, etc.

💬 Je ne cherche pas "un titre", mais un impact.

Vous avez un défi ? Je suis prêt à le relever.

-- ENGLISH --

Why hire me?

If you're looking for a leader capable of structuring, optimizing, and growing your operations, let's talk.

✅ 25+ years of experience leading teams, projects, and budgets (up to $100M)
✅ Expertise in distribution, logistics, real estate, continuous improvement, and more
✅ Human, clear, and results-oriented leadership
✅ Experience in both unionized and non-unionized environments, with teams of up to 450 employees
✅ Strong strategic vision with hands-on, fast execution

I'm available for roles such as:
- Vice President / Senior Director
- Strategic or operational consultant
- Growth or transformation mandates

📍 Based in Québec City, open to remote work or occasional travel

🏢 Open to multiple industries: distribution, manufacturing, real estate, professional services, public sector, etc.

I’m not chasing a title, I’m focused on creating impact.

 Do you have a challenge? I’m ready to take it on.

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