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.



Michelle Chang
Order Entry / Accountant Assistant

Born in Taiwan, Michelle Chang just graduated from Vanier College in Accounting & Management. She is passionate about beauty and fashion. She is also interested in the business world; joining BSC is the start of her journey. Detail-oriented, well organized and determined, Michelle is looking forward to grow with the company and is excited and ready to tackle challenges along the way.



Marketing

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.



Nadia Abdalla
Director of Strategic Products, Inside Sales

Nadia is completing a double major in Marketing and Supply Chain, at John Molson School of Business. Her educational knowledge, personal determination and profound love for the beauty industry are a valuable asset. She puts a large amount of passion into surpassing expectations and contributes a creative and strategic perspective to all her work.



Linda Loureiro
Brand Manager / Product Specialist, Educator, 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 Cosbec, including at ABA (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.



Rachael Giovanna Cortese
Product Specialist, Educator, Central Canada

Born in Mississauga, raised in Montreal and now living in Toronto, Rachel graduated in hairdressing in 2006 and went to work in top professional salons such as Samuel Agustin Salon and Curage Salon. She then made the move to Toronto where she currently puts her skills in cutting, styling, color and extensions at Salon Gio in Woodbridge, Ontario. An educator for Backstage Commerce since its inception in 2010, she has been on the Toronto show floor showcasing our extensions for the last three years. Sporting extensions herself, she has long looked for the best application system. "I have tried every kind from the weave to fusion to double loop to tape to clip-ins so I know exactly how they feel, what products to use, how long they really last and what's most cost effective." Rachael likes to give back and lends her talents to Cut For The Cure to raise cancer awareness.



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.



Steeve Raymond
Warehouse Associate

Steeve joined us mid-2013 and works as a Warehouse Associate in the Supply and Logistics department. The business aspect of the beauty industry and the keenness to learn brought him into this line of work. Steeve is a logistics oriented person and is very particular about ensuring the proper maintenance and operation of the warehouse. In addition to this, he also possesses strong knowledge of sales and hopes to diversify into that area too in the future.