After key roles at TELUS, Hydro-Québec and Germain Hotels, Stacey Masson worked as vice-president of Marketing and Communications at Cossette until June 2022, when she stepped down to embark on a new venture — still unannounced at press time.
Reflecting on her five-year tenure at the Quebec City-headquartered agency that helps organizations — including Amnesty International, Reitmans and the SickKids Foundation — communicate more effectively Masson says there was no typical day on the job.
“One minute, I could be brainstorming about brand initiatives, and the next I’d be called to support a team managing a reputational issue,” she says. “The only constant was that I’d go to work with incredibly smart people every day.”
Much of Masson’s outlook was forged at Concordia, where she learned that good advertising embraces social responsibility.
Authentic storytelling is key, she says: “Truly listening to someone’s story — especially one that’s different from your own — can be a gateway to positive change.”
Career highlight
“Helping people learn and grow to their full potential. There are employees and colleagues I worked with when they started as interns and who are now strong leaders. I take great pride in thinking that I’ve contributed to that journey.”
The Concordia factor
“The Department of Communications Studies offered experiential learning and had an approach that intersected with social and cultural theory. It was an open environment that encouraged curiosity.”
On inclusivity
“I’m a feminist who has always questioned the masculine-by-default in the French language and how that contributes to biases and stereotypes and decided to consciously adopt inclusive and non-gendered language in all our communications.
We’re living through so many historic moments, from awareness of racial injustice to systemic inequality. I’m hopeful that leaders are working to not only change the conversations but to implement sustainable changes.”
On her next chapter
“I’ve spent 20 years implementing communication strategies across regions, languages and cultures for national brands. I’m now interested in increasing my impact and putting my experience to work ‘for good’ full-time.”