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Rapala VMC Corporation Promotes Cyrille Mathieu to President/Managing Director of Normark Canada

Oshawa, Ontario, Canada – Rapala VMC Corporation has appointed Cyrille Mathieu as President and Managing Director of Normark Canada.


With more than 23 years of experience with Rapala VMC Corporation and the international sport fishing industry, Mathieu brings a wealth of knowledge and expertise to his new role in Canada. Mathieu’s previous role as General Manager-Vice President of Sales and Marketing for VMC Inc. has allowed him to develop a deep knowledge of the Canadian market and customer base while working to assist in the advancement of the VMC brand in Canada.


“We are very excited about this appointment,” said Tom Mackin, President of Rapala USA.  “Cyrille’s incredible amount of experience and knowledge of the North American sport fishing industry, combined with his strong managerial and leadership skills, made him the natural pick for this spot. His promotion also reflects our culture — where we develop talent from within, and continuously strive to help our people reach their potential.”


Mathieu, who is relocating to Oshawa, Ontario, began his professional career at VMC PECHE headquarter in Morvillars, France in 1997. During the first phase of his career, he served as International Sales Manager in charge of key accounts in Asia, Australia, South Africa, and North America while supporting VMC Inc.’s growing retail business in the United States. Mathieu worked closely with renowned hard bait, jig, buzzbait designers and manufacturers worldwide to develop the best fish hook solutions for their needs while supporting VMC retail expansion in the U.S.


In 2003, Mathieu moved to Minnesota, where he was appointed Vice President of Sales and Marketing for VMC Inc. In that position, Mathieu led the development of both the OEM, ODM, private label and retail business for VMC Inc. in North America. During this time, Mathieu strengthened VMC’s partnership with its partners throughout the fishing tackle industry while focusing on the growth of the retail presence of the VMC brand in the U.S. and Canada.


Mathieu and his family became U.S. citizens in 2017. During that same year, Mathieu was named General Manager for VMC Inc. as the company continued its expansion of the VMC brand in the U.S. and Canada by strengthening its relationship with RAPALA-VMC factories and strategic partners worldwide.


Over the course of his career with Rapala VMC Corporation, Mathieu has worked closely with Rapala USA and Normark Canada Sales, product development and marketing teams to support the development and introduction of multiple international, award-winning VMC products for the bass, walleye and saltwater markets. Mathieu also has supported the retail expansion of the VMC brand in Latin America and Japan, providing product and marketing expertise.


“It is a great honor for me to put these past 24 years of experience in support of the most respected fishing brands in the world in Canada,” said Mathieu. “I’m excited to join my colleagues at Normark Canada to continue to build our presence in the Canadian market and support then ONE Rapala initiative globally.”


About Rapala

Rapala was unofficially founded in 1936 when Lauri Rapala invented the Rapala fishing lure. Rapala has grown from humble beginnings to become a market leader in the fishing tackle industry. The brand’s functionality and high quality are known by fishermen worldwide. Rapala maintains strict standards of craftsmanship while delivering its fishing products to anglers in more than 130 countries. Visit


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