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Carl Goyette is the President & CEO of GURU Organic Energy Drink, where a mission to transform the energy drink industry through natural ingredients underpins the company’s ethos since its founding in Montreal in 1999. Goyette has held various leadership roles within GURU, including Executive Vice President of Sales and Marketing, and Vice President of Sales and Marketing. Prior experience includes significant roles at British American Tobacco, where Goyette was Head of Marketing & Business Development, and National Sales Director, managing large teams and extensive marketing strategies within a regulated environment. Educational credentials include a Bachelor of Business Administration from HEC Montréal, along with advanced marketing programs from INSEAD, McGill University, and IMD. Additional involvement encompasses membership at YPO and leadership at Club de Ski Bromont.