Actuality⁸⁵

Originally from Beirut, Krystina Abboud founded Squalls, a company offering integrated management, marketing and visual communication expert services that align marketing efforts with business objectives. A member of the JCCM for just over a year, Krystina is also President of the West Island region of the Réseau des Femmes d'Affaires du Québec (RFAQ), and has performed Kung-Fu with the Lebanese national team.

During her stay in Lebanon, Krystina continued her studies at the Lebanese Academy of Fine Arts. Since the age of 16, she has accumulated significant experience in art direction within advertising agencies. What particularly fascinated her was the analysis behind advertising creation, the fusion of strategy and creativity. This led to her decision to complete a DESS in Marketing Strategy at HEC Montréal, a choice that reinforced her ambition to found her own company focused on the strategic universe.

For Krystina, embarking on the adventure of founding her own company while establishing her market based on her values and ESG specialization is what makes her proudest.

In recent years, she has focused on developing coherent marketing plans and communication strategies. Her expertise also extends to creating large-scale positioning strategies and overseeing major creative projects for major players such as the City of Montreal. One of her most gratifying professional accomplishments was securing the trust of the Ville de Montréal as a client barely a week after launching her company.

Her biggest obstacle, as for many others, was the pandemic.