Touché!, a leading Canadian media agency and part of Omnicom Media Group, announces the appointment of two seasoned leaders to its senior executive team: Marilyne Alie, Chief Strategy Officer (CSO) and Alexandre Simard, Chief Media Officer (CMO). These appointments reinforce Touché!’s commitment to innovation, integrated media excellence and business impact for its clients, giving brands working with Touché! a decisive head start in an increasingly complex media landscape.
A decade of strategic leadership: Marilyne Alie, Chief Strategy Officer
After more than a decade at Touché! in multiple strategic and client focused roles, Marilyne Alie steps into the role of Chief Strategy Officer. Formerly a Client Business Lead on major accounts and, most recently Managing Director of Touché! Toronto, she now brings a track record of celebrated campaigns and the kind of strategic depth that earns enduring client loyalty.
In her new role, Alie will be responsible for shaping and elevating Touché!’s overall strategic product and point of view in the market. She will lead the development of data driven, insight led strategies that connect media, creativity and business outcomes, ensuring that Touché! clients benefit from future ready approaches that anticipate market shifts rather than simply reacting to them. A key part of her mandate will be to leverage Omni, Omnicom Media’s AI-driven marketing intelligence platform, unlocking its apps and features to drive deeper audience understanding, smarter decisioning and more efficient activation for clients.
Alie will guide and mentor a team of Strategy and Planning experts, keeping the agency’s thinking ahead of evolving client needs. Working closely with the Touché!’s senior leadership team and capabilities across the network, she will give clients a competitive edge through transformation and innovation in their media ecosystems.
Deep media expertise and innovation: Alexandre Simard, Chief Media Officer
With over 17 years at Touché!, Alexandre Simard has been instrumental in shaping the agency’s media product. His work has helped Touché! build advanced capabilities in audience planning & digital solutions driving measurable impact for a wide range of clients.
As Chief Media Officer, Simard will serve as the agency’s media craft leader, working alongside all media disciplines including audience strategy, investment and analytics. He will define and evolve Touche’s media practice firmly oriented towards the future, enabling Touché! clients to capitalize earlier and more effectively on new platforms, technologies and performance opportunities. Simard will translate complex platform and technology capabilities into clear, tangible advantages for brands, while setting a high standard for the internal adoption of tools and innovations. Responsible for the craft of media, he will reinforce interdisciplinary collaboration, he will ensure that every plan and product the agency brings to market is built to deliver faster learning, stronger performance and sustainable growth for clients. He will also play a central role in advancing Touché!’s growth agenda - supporting new business efforts and amplifying the agency’s point of view in the market.
“Marilyne and Alexandre embody what makes Touché! unique: deep expertise, curiosity and a sharp focus on business outcomes. Marilyne has consistently raised the bar on strategic thinking across our national mandates, while Alexandre has been a driving force behind our media and data innovation.” comments Samantha Kelley, Chief Executive Officer, Touché!. “Together, their leadership will help our clients see clearer, connect deeper and dare bigger to deliver a real head start in an increasingly competitive environment.”
Simard and Alie’s appointments were effective January 1, 2026.