The Just For Laughs Group (JFL) has promoted distribution and marketing exec Alexandre Avon to VP, strategic alliances and brand partnerships.

The newly created role is part of JFL’s plan to create strategic collaborations across its properties and digital media beyond its annual comedy festivals, activating the brand on a year-round basis, according to a news release issued Friday (Nov. 14).

Avon (pictured) brings nearly 20 years of experience in sales, marketing, content distribution and commercial partnerships to his new role. He joined JFL’s parentco, the former ComediHa! Group, in 2018, initially serving as head of distribution, monetization and acquisition before rising to the role of VP of global distribution.

Avon was named chief marketing officer in late 2023, and retained the title upon ComediHa!’s acquisition of the JFL assets in June 2024 and subsequent adoption of the JFL brand name.

Prior to joining ComediHa!, Avon spent eight years in sales and distribution roles at CBC/Radio-Canada.

“Over the past eight years, Alexandre has demonstrated an exceptional ability to build strong bridges between our teams and our partners,” said JFL Group president Sylvain Parent-Bédard in a statement. “His appointment reflects our ambition to build a strong, agile and innovative organization where strategic alliances become drivers of growth and influence.”

Image courtesy of Just For Laughs Group