Corporate Team

Administration Team

Jonathan Morello
CEO, President, Founder

With an academic background in computer science, specializing in information systems, Jonathan has a disposition to challenge and disrupt traditional paper and pen models. Armed with over 10 years of trade experience, he approaches issues with an out-of-the-box perspective.

Nael Hatto
Director of Digital

Passionate digital marketer who possesses an extensive background with consumer goods, retail, B2B and B2C industries along with strong combination of project management, budgeting, creative, technical and analytical capabilities in all stages of marketing. Known for building strong relationships with cross-functional partners; collaborating with IT, merchandising, design, product development, product marketing and web teams to drive outstanding performance and revenue growth. Proven ability to manage complex, multidisciplinary projects from concept to execution, operating effectively at both strategic and tactical levels.

Emma Shi
Information/Operation Manager

After completing her Master's degree in accounting in Boston, Emma worked in advertising in the United States before moving to Montreal and joining Backstage Commerce Inc. She believes the accounting department to be a very important part of every company, providing much needed information in a uniform and organized manner for management to track their growth and continue to build on the business.

Negarin Nooraei Ashtiani
Purchasing Manager / Inventory Analyst

Negarin Nooraei Ashtiani arrived in Montreal in 2013 to study M.Sc. Industrial Engineering. Freshly graduated from Concordia University, she accumulated 5 years of experience in Procurement & Supply Chain in Iran where her long-term professional passion for Logistics and Supply chain started. Her attention to details, reactivity and energetic personality lead her to BSC. She is excited to start this new chapter!

Arthur Dufour
Executive Assistant/Office Manager

Arthur holds a Master's degree in international business and HR management from France. He acquired various work experience across Europe and the USA as a Customer Relations Manager before immigrating to Canada. His strong fashion sense led him to work at Mackage as an Account Executive in Montreal before joining Backstage Commerce. Detailed oriented, well organized and self-sufficient, Arthur manages to keep a smile no matter what the issues are, a fresh addition to the team.

Zhirui (Fiona) Gao
Order Entry / Accountant Assistant

Fiona just graduated from Concordia University with Accounting as a major. She is passionate about everything related to accounting as well as beauty and fashion. Joining BSC is a new chapter for her and she is looking forward to apply her communication skills. Dynamic, hardworking and always smiling, Fiona is excited to tackle challenges along the way.


Elisa Donato
Social Media Coordinator

Elisa is the newest addition to our team. After completing her studies at McGill University followed by career in physiotherapy as a licensed member of the OPPQ she decided to join the BSC team as Social Media Coordinator. A drastic change in environment, however with the same attention to detail it requires to manage a successful Social media campaign. Elisa loves writing, developing, analyzing, and socializing with the online community within the beauty industry, so her mandate with BSC, Inc. comes natural to her. Along with her great work ethic and creativity, Elisa is excited to grow our online social media presence for the assortment of BSC brands.

Andrea Donato
PR & Marketing Co-ordinator

After finishing her studies at Concordia University, Andrea decided to combine her affinity for the beauty industry and her passion for Sales and join the BSC team as Director of Strategic Products. Her strong leadership skills and hard work ethic have help in her transition as Lead Director of Strategic Products, where she is the motivational force behind her team's success.

Florence Duault
Multi-Media Designer / Graphic Artist

Florence studied applied arts and graphic design in Paris before moving to Montreal. Her vision of graphic design is a language where aesthetic combines with practicality as it "looks nice" when it "works well". After working in the fashion industry, she decided to join the BSC team to learn and grow. Florence is excited by the idea to face new challenges everyday.

Josianne Myette-Côté
Category Manager

Josianne is the newest addition to our team. HEC Montreal graduate, she obtained her B.B.A. in marketing and management. She then worked in Brand Development for a clothing distribution company, where she developed their American East Coast market. Her efficiency in a fast-paced environment and her organizational skills lead her to the Category Manager position. Always ready for a new challenge, she is looking forward to start this next step at BSC.

Sales & Support

Meghan Flynn
Customer Service Specialist

Meghan Flynn has a background in make-up artistry and hair styling, along with visual merchandising and sales. She is very passionate about this industry and look forward to use her knowledge to deliver the ultimate customer service experience.

Kiana Foote
Director of Strategic Products, Inside Sales

Kiana is currently completing a Bachelor of Commerce in Marketing at John Molson School of Business. Originally from New Hampshire, Kiana moved to Montreal 3 years ago and also lived in Italy for 6 months. Her passion for the beauty industry along with digital media marketing have led her to join BSC as a Marketing intern to gain further experience in the industry. Kiana also enjoys travelling, yoga, and various outdoor activities.

Linda Loureiro
Brand Manager, Eastern Canada

Linda Loureiro started in the Hair Beauty world 29 years ago, earning experience on-site with many different exceptional hairdressers. She later entered the business world (accounting/administration) only to come back again as a Salon Manager and continuing on-site training.
Being trained in techniques and color repair with BES, Matrix and Hair Masters extensive, Linda produced events for RX Soleil Beaute and was a Sales Support at Cosbec and ABA shows. (Selling/Educating).
Part time Hair Color Specialist, Linda is a perfectionist. Her Artistic side makes her a better Colorist; working for the love of bringing a smile and confidence back to her clients. She is excited to work for BSC and can’t wait to bring her expertise, joie de vivre and passion to the table.

Heather Knox
Brand Manager, Western Canada

Born in Edmonton AB, Heather's early years were fueled by a passion for the theatrical side of life. She spent many years performing and studying the classical arts, primarily ballet. She organically chose a path in hair styling and later mastered her craft in makeup application as these avenues proved to be creative outlets where her talents could flourish. Heather spent most of her 20's behind the chair and on set creating and re-creating looks. With over ten years of industry experience Heather is able to effectively communicate her vision and transfer her enthusiasm for the industry to others. Her experiences and skills has led her to a successful roll in beauty sales.

Technical Support & Training

Barry Stone
Technical / Product Specialist, Administration

Born in Kelowna B.C., Barry is an easy going guy with a thirst for knowledge that carried him across the country to Montreal. Hair styling for 10 years and counting, he has worked with the majority of styling and straightening products and has always been drawn to the technical side of things. With a zest for life and learning, being Technical/Product Specialist for Backstage Commerce was a perfect fit and natural evolution for his career.

Carolina Barile
Technical / Product Specialist - SPA Category

With a background in beauty and business development Carolina has been in the industry for over a decade. She has owned and operated a beauty salon which sponsors many professional athletes and local celebrities. Carolina's keen eye for detail has helped pave the way for her achievements. She is a true motivator and believes hard work, passion and determination is the definition of success.

Shipping & Logistics

Michael Hayduk
Warehouse and Logistics Manager

Michael has over 15 years of experience in his field, having worked for small companies as well as large corporations such as Labatt and Nestle. His passion is finding ways to streamline processes and making things run smoothly and efficiently.

Shaquil Newton
Warehouse Associate

Born and raised in Montreal, Shaquil is from Jamaican and Barbadian descent. His hobbies include basketball and other physical activities. He loves watching movies and documentaries and enjoy music. He is motivated, ambitious and enjoy challenges.