Anne-Claire Lefaivre

Director General, Programming and Audience Engagement   

Anne-Claire Lefaivre has more than 25 years of experience in the Canadian cultural and audiovisual sectors. She got her start at the NFB in 2016 as Director of Marketing, and since 2022 she held the position of Assistant Director General, Programming, Distribution and Marketing, overseeing all activities related to audience engagement. For nearly 10 years, she has worked to ensure that audiences are central to conversations at the NFB, urging her teams to constantly challenge themselves and adapt to industry transformations, with the goal of continually improving their fulfilment of the NFB’s public mandate. As the driving force behind the nfb.ca/onf.ca platform and mobile applications, Ms. Lefaivre helped grow the NFB’s Canadian and Indigenous audiences. She also oversaw the nationwide “Stream Canadian / Visionnez canadien” advertising campaign, which continues to engage audiences across the country by celebrating the wealth and diversity of local storytelling.  

Anne-Claire Lefaivre began her career at Pointe-à-Callière, the Montréal Museum of Archaeology and History, before joining the media industry. She held positions as a marketing and communications director with Astral Media and then Bell Media before working for several television and radio stations, including CHOM-FM, Virgin Radio, Historia, Canal D, VRAK, Ztélé and Super Écran. She holds a DESS in Cultural Institution Management from Concordia University and a bachelor’s degree in History.