Roxanne Proulx

Based in Montreal, Canada, and fully bilingual in French and English, I bring strategic value to:
• International consumer goods companies expanding into Canada
• Canadian brands accelerating domestic or global growth
• Consumer brands seeking to scale on Amazon (1P or 3P)

Core Differentiation: Amazon Strategy, Negotiation & Channel Profitability

My strongest point of differentiation is my deep operational and strategic expertise within Amazon’s 1P (Vendor) and 3P (Seller) ecosystems, including high-level negotiation, AVN management, vendor dossier strategy, and full Amazon channel P&L oversight.

I currently serve as Director of Strategic Accounts, leading Amazon Global strategy for an Amazon $10M+ consumer goods brand;
• Amazon Global: North America, Europe & Australia
• Strategy, Marketing & Media
• Amazon channel P&L performance
• Contribution margin optimization
• Pricing (MAP) and brand protection 

I conduct in-depth Amazon channel analysis that goes beyond revenue tracking — evaluating:
• Gross-to-net impact
• Trade terms and cost
• Advertising ROI and TACOS/ROAS profitability
• Freight, chargebacks, shortages, and operational leakage
• Vendor allowances and margin compression risks


My expertise in Amazon Vendor Negotiations (AVN cycles) allows me to proactively advise on structure agreements & nego with Vendor Manager.

I understand where Amazon pushes, where leverage exists, and how to position a brand to maintain both growth and profitability.

Few executives — and even fewer board members — possess current, hands-on experience navigating Amazon negotiations and channel P&L management at this depth.


Broader Commercial & Strategic Experience
With over 10 years of experience in sales and marketing across cosmetics and consumer goods, I combine:
• Founder-level strategic thinking
• Deep retail and sales execution
• Performance marketing and data analytics expertise
• Strong financial discipline and margin focus


I consistently drive sustainable, profitable growth — balancing revenue acceleration with disciplined cost control and risk mitigation.


Investor Mindset & Capital Allocation Perspective
Beyond my executive role, I actively invest in public markets using both fundamental and technical analysis. I continuously evaluate:
• Business fundamentals
• Capital efficiency
• Risk-adjusted returns
• Market structure and timing

This investor mindset strengthens my ability to contribute to board discussions on:
• Capital allocation
• Margin expansion
• Long-term value creation
• Strategic risk management


Governance & Conflict of Interest Commitment
I am fully committed to maintaining the highest standards of governance and fiduciary responsibility.
I would not engage with or serve on the board of any company that presents a conflict of interest with my current professional responsibilities or personal business activities. Transparency, alignment, and integrity are foundational to how I operate.


Personal Values
I%27m a proud mother of two, and family is at the center of my life. Spending quality time with my family is what grounds me and reinforces my long-term perspective in both life and business.
I value respectful, goal-oriented environments where accountability, integrity, and performance go hand in hand. I believe strong results are built through disciplined execution, clear communication, and mutual respect.