# Louis Adam

> Louis Adam is EXFO's chief marketing officer, a Quebec City-based B2B marketing executive who has spent more than two decades turning technical products into customer-facing programs. He oversees global marketing, brand and portfolio positioning, digital marketing, sales enablement, business operations and strategic planning at EXFO; he also teaches, speaks, coaches businesses and serves on boards. His work on EXFO's digital transformation, including virtual demonstrations and a companywide virtual sales conference, earned him a 2021 Canada's Best Executive Award from The Globe and Mail.

- **Role:** Chief Marketing Officer at EXFO
- **Organizations:** EXFO, Laserax, PMP Solutions, QG100 Network, Québec International, Fido, Université de Sherbrooke
- **Education:** Master's degree in marketing, Université de Sherbrooke, Certificate in entrepreneurial marketing for product line management, MIT Entrepreneurship Center
- **Known for:** Received a 2021 Canada's Best Executive Award from The Globe and Mail., Led EXFO's marketing digital transformation, including virtual demonstrations, expert-led customer exchanges and the company's first virtual sales conference., Built a high-volume webinar program at EXFO that ran 85 webinars in a year and influenced 60 percent of sales opportunities, as reported by Forrester.

## Career timeline

- **Before EXFO** — Worked in competitive intelligence and new-services development at Fido, the Canadian mobile operator later acquired by Rogers.
- **2015** — As EXFO's director of marketing, led a 40-person team running 85 webinars a year; Forrester later reported that the webinars influenced 60 percent of sales opportunities.
- **2021** — Received a Canada's Best Executive Award from The Globe and Mail for leadership in EXFO's marketing digital transformation and an empathetic management style.
- **2022** — Joined the newly formed PMP Solutions advisory board.
- **2023-present** — Serves as a content advisory board member and go-to-market community leader with the QG100 Network.
- **Current** — Leads EXFO's global marketing as chief marketing officer and serves as a Laserax board member.

## Achievements

- Received a 2021 Canada's Best Executive Award from The Globe and Mail.
- Led EXFO's marketing digital transformation, including virtual demonstrations, expert-led customer exchanges and the company's first virtual sales conference.
- Built a high-volume webinar program at EXFO that ran 85 webinars in a year and influenced 60 percent of sales opportunities, as reported by Forrester.
- Has taught marketing at undergraduate and postgraduate levels for more than 15 years.
- Leads a multidisciplinary global marketing group of more than 50 professionals, according to his speaker biography.

## Latest updates

- **2026-05** — Listed on his LinkedIn profile as a panelist at the 2026 Photonics Industry Summit in Quebec City.
- **2025-11** — EXFO's executive biography continued to list him as chief marketing officer responsible for global marketing, sales enablement, business operations and strategic planning.
- **2025-09** — EXFO's 2024-2025 sustainability report listed him as chief marketing officer.

## Links

- Website: https://www.exfo.com
- LinkedIn: https://www.linkedin.com/in/louisadam

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Profile page: https://yespress.io/louis-adam
Published by YesPress — https://yespress.io
Last updated: 2026-08-24