Benoit Allaire

Montreal, QC



Benoit Allaire has been in marketing for over 30 years, with solid expertise in commercialization and communication strategy in both B2C and B2B environments. Having worked both sides of the fence (entrepreneurial and corporate worlds), he has a keen understanding of the intricacies of bringing products and services to commercial success.

Fresh out of university, he started the Paradox technical clothing company. With an acute knowledge of the target market and a willingness to take the road less travelled, he sponsored daring expeditions that brought Paradox clothing to cross Antarctica in total autonomy, and to the summit of Mount Everest. His creative strategies led the brand to stand out, cementing the company’s success.

Benoit transitioned to corporate, using his expertise in product development to help reposition BRP’s clothing line, leveraging textile technology. He then surfed the early internet craze working with large American clothing companies such as Land’s End, The Limited, Victoria Secret, and The Gap, to successfully transition them to e-commerce.

In 2005, Benoit founded Exacto, a consumer centric agency with a unique 360-degree perspective encompassing all aspects of marketing, influence, and PR. For the past 20 years, he has worked with some of the world’s greatest brands, including Reebok, Starbucks, Adidas, Michelin, CCM Hockey, Wines of Chile, and AWS, helping them craft and execute winning go-to-market strategies. Over the years, Exacto has won many awards and in 2015, Forbes Magazine recognized the agency’s work with Reebok, rating their CFL campaign in the top five best sport marketing viral campaigns of the year.

Benoit’s ability to see the big picture and identify the nuances of each brand’s unique value proposition along with his deep understanding of the target audience and competitive landscape, allows him to create tailor-made strategies that deliver results.

As TEC Chair, it is this well-travelled path, coupled with his creativity and leadership, that gives him a unique perspective for grasping members realities and helps him bring a world of strategic insights to the group.

TEC Group Vision

To empower business leaders to reach their full potential, by fostering a community of like-minded individuals who can share their experiences and insights, challenge each other to think outside the box, and create a ripple effect of positive change in their organizations and in the wider business community.


  • For the last 35 years, Benoit and his wife Laura have called mountains their cathedrals, and waves their sanctuaries. Skiing and surfing are their way of discovering the world and creating lasting friendships. The outdoors is where they feel at home.
  • Certified Professional Co-Active Coach (CPCC).