Axis4 Boosts Leadership Team

Axis4 Welcomes François Haguel as Head of Growth

A growth leader for the next chapter

The in-store customer experience is undergoing a fundamental shift. Brands invest heavily in personalization, real-time content, and data-driven engagement online, yet the physical shelf remains largely static and disconnected from the rest of the brand experience. Closing that gap, strategically and at scale, is what Axis4 does every day. To lead that next chapter, we are welcoming François Haguel as our new Head of Growth.

François spent the last 15 years helping global brands connect digital strategy to business outcomes, most recently as VP, Global Alliances at Valtech, where he built partnership ecosystems across the composable commerce landscape. Before that, he led agency partnerships strategy at Google for nearly six years. He also served on the MACH Alliance Growth Council. He is based in Montreal.

What Axis4 builds, and the results that follow

Axis4 designs, engineers, and operates interactive experiences embedded directly into retail furniture: smart freezer doors, AI-powered mirrors, interactive cosmetics counters, touchscreen kiosks, and more. Our platform, Crystal XM, gives brands centralized control over content, analytics, scheduling, and remote updates across every location. The model is fully turnkey. One partner, one timeline, measurable outcomes.

The companies that trust us hold us to the highest standards. We saw client experiences like Metro and Samsung Smart Hub deliver sales lifts from 30% to over 240%. Clients in the luxury industry have already deployed across 20+ countries. L'Oréal partnered with us on Digital Over Print, a modular interactive tower concept built to replace static print. And Éléganza's AI mirrors already run in over 100 pharmacies across Eastern Canada, generating nearly one million monthly shopper exposures.

Why now, in our own words

"I spent years helping brands build modern digital infrastructure. What drew me to Axis4 is that they are solving the problem everyone talks about but almost nobody executes well: making the physical store as intelligent and measurable as the digital one. The team has already proven it with some of the most demanding brands in the world. My job is to make sure more of the right brands know that this exists, and that it works." — François Haguel, Head of Growth

"François brings exactly the kind of strategic depth and go-to-market discipline we need for this stage of the company. He understands how enterprise brands evaluate, buy, and scale technology, and he knows how to build the relationships that get you in the room. We have been building something exceptional. Now we have the right person to take it to market." — Charles Dallaire, Co-Founder, Axis4