Frederick Lecoq

CMO Golf Town

Frederick has joined Golf Town in 2016 as Vice President of Marketing and eCommerce, to turn the brand around by elevating its digital footprint and creating an interconnected retail landscape that allows eCommerce to successfully coexist with brick and mortar. From designing and implementing a cutting-edge omni-channel plan to enhancing Golf Town’s digital presence, Frederick applies an innovative approach to building emotional connections with customers. After the merger of Sporting Life and Golf Town into the Sporting Life Group last October 2018, he was appointed Chief Marketing Officer for both banners. He also consults for other Fairfax owned companies on retail and digital topics. 

Before engaging in the journey to establish Golf Town Ltd.’s brand as Canada’s home of golf, Frederick led the Sport Chek digital marketing and eCommerce transformation as SVP of Marketing within the Canadian Tire Corporation. He also brought forward ground-breaking digital change with the launch of Canada’s first digital flyer program with Facebook and rollout of several eCommerce sites for the FGL and Marks banners (Sport Chek, Sports Experts, Atmosphere, Marks). 

For over 15 years, Frederick has influenced top organizations in roles such as Vice President for Global Brand Marketing & Digital Strategy at LG Electronics Corp in Seoul, Marketing Director for Microsoft Europe, and Marketing Director at Nokia. Prior to revolutionizing brands as a digital disruptor, Frederick’s entrepreneurial spirit led him to take part in two successful start-ups projects in Europe — one in eCommerce and another in media. 

Frederick, 47, relocated from France in 2012 and settled in Calgary with his wife Gaelle and their two children, Antoine (16) and Emilie (12). They are heavily involved into Sports and their Communities, him being a hockey coach and her a synchronized swimming judge.