Strategic leadership realignment targets stronger global market position
GRYB International announced a strategic evolution of its executive leadership to align commercial, operational, and innovation functions across its portfolio. The changes are designed to enhance customer experience and strengthen execution across manufacturing sites and OEM partnerships.
New chief commercial officer leads global sales strategy
Effective April 1, 2026, Jason McNeil was named chief commercial officer. He previously served as vice president of Material Handling. In the CCO role, McNeil will direct the company’s global commercial agenda, overseeing sales performance, business development, and market expansion across all brands and OEM relationships.
“I am honoured to take on the role of chief commercial officer at such an important stage in GRYB International’s growth,” said McNeil. “By aligning our commercial efforts across markets and partners, we will strengthen strategic relationships and unlock new opportunities for sustainable global growth.”
New chief experience officer focuses on customer experience across all touchpoints
Jesse Roy will transition to chief experience officer, a newly created role, from his prior duties as chief customer officer and vice president of OEM. The CXO will oversee brand strategy, OEM partnerships, distribution, and cross-functional processes to deliver a consistent customer journey across markets and channels.
“Customer experience has historically been treated as something that happens between transactions rather than a system that drives them,” Roy said. “By creating a consistent experience across every OEM and distribution relationship, we can turn customer experience into one of GRYB’s strongest competitive advantages.”
Operations leadership strengthened with new COO
Luc D’Amours is appointed chief operating officer, moving from executive vice president to oversee operations across GRYB’s manufacturing divisions, focusing on efficiency, quality, and on-time delivery, and aligning production capacity with commercial commitments.
“Operational excellence is not a program; it’s the standard we hold ourselves to every day,” D’Amours said. “By strengthening our systems and execution discipline across all sites, we ensure our operations consistently meet the expectations of our customers and partners.”
Product strategy and innovation expanded under new VP
Jean-Claude Perrault takes on the role of vice president of Product Strategy and Innovation, with oversight of product development planning and the innovation pipeline, ensuring engineering priorities align with market and OEM needs.
“These leadership appointments reflect a deliberate shift toward greater integration across our commercial, operational, and innovation functions,” Beaudoin said. “By aligning how we go to market, how we operate, and how we innovate, we are positioning GRYB to deliver greater value to our partners and accelerate our growth globally.”
