BainUltra, the proudly Québec-made brand with nearly five decades of craftsmanship and innovation in therapeutic bath experiences, has appointed Cynthia Leigh Belanger as senior director of sales and marketing, North America. The announcement comes as the company continues to strengthen its commercial leadership team ahead of the planned retirement of longtime Vice President of Sales Kimberly Frechette at the end of 2026, with Belanger expected to step into the Vice President of Sales role as part of that transition.

Belanger brings more than 17 years of international sales and marketing leadership experience to her role, having built and led teams across Europe in senior roles at global organizations including Medtronic and Hollister. Most recently, she worked as a consultant in the MedTech space in Switzerland. Her appointment to BainUltra marks a homecoming of sorts; after 12 years living and working across Europe, Belanger returns to Québec to join a brand whose mission she describes as speaking directly to her heart.

"BainUltra is a proudly Québec-made brand with 49 years of craftsmanship, innovation, and a deeply human mission; transforming the everyday bath into a therapeutic wellness experience," Belanger said. "After 12 incredible years across Europe, I couldn't imagine a more meaningful way to come home."

BainUltra CEO Jean-Michel Lebeau was equally enthusiastic about the appointment.

"Over 175 talented professionals applied for this role, and the caliber of candidates was remarkable," Lebeau said. "But Cynthia stood out, not just for her impressive track record across international markets, but for an energy and drive that is simply contagious. You feel it the moment you talk to her. That's not something you find on a CV."

Belanger's appointment comes at a pivotal moment for BainUltra as the brand continues to build momentum around its wellness positioning in the North American market. Her background spanning complex international markets, cross-functional team leadership, and high-growth commercial strategy makes her well positioned to deepen BainUltra's relationships across the kitchen and bath, interior design, architecture, hospitality, and wellness sectors.

BainUltra invites kitchen and bath showrooms, interior designers, architects, hospitality developers, and wellness professionals across North America to connect with Cynthia and the BainUltra team.