The move of Marc Cornell and his family to Montreal means that the management of Cirque du Soleil will now take place from its headquarters, with the aim of strengthening both local and international teams and outlining a long-term strategy to strengthen and expand the brand. This new phase was made official by the company’s corporate announcement, which was cited by specialized media, in which it was announced that Cornell would take over as president and CEO on November 17th. As reported by Cirque du Soleil, Cornell’s appointment is aimed at strengthening the company’s international footprint and reinforcing its operational transformation in the dynamic live entertainment sector.
The Montreal-based group highlighted Mr. Cornell’s career in executive positions at ATG Entertainment, Moët Hennessy USA, Sotheby’s Europe and Krug Champagne, as well as his academic training, including an MBA from Lausanne’s IMD School and a diploma from the Chartered Institute of Marketing. During the board discussion, Cirque du Soleil emphasized that Cornell University’s professional profile responds to the need for leadership that provides experience in areas considered strategic for the future development of society, such as the creative industries, the arts, and luxury consumer products.
Daniel Lamarr, who has served as interim CEO since April 2025 after a more than 20-year executive career with the company, will return to his previous role as executive vice president of the board. As detailed by Cirque du Soleil, Lamar will focus on international business development with the aim of expanding its commercial presence outside of Canada and diversifying its portfolio of shows in different markets. This adjustment in corporate leadership responds to both the recent recovery in the entertainment industry and the need to adapt to new trends in cultural consumption.
Specialized media quoting Cirque du Soleil’s statement also included statements from Gabriel de Alba and Jim Mullen, co-chairmen of the Board of Directors, who emphasized that the arrival of Cornell University is a strategic moment for the brand’s global positioning and the continuous improvement of the experience offered to the public. In the same statement, Gabriel de Alba and Jim Mullen emphasized that Cornell’s previous experience leading large creative organizations will ensure a transition toward innovation and solid financial results during the anticipated expansion phase.
In his first public message as future CEO, Cornell said, “I am honored to join Cirque du Soleil, a global symbol of creativity and innovation. I have long admired this brand not only for its artistic excellence, but also for its ability to unite cultures and inspire audiences around the world. I look forward to working with its talented team in Montreal and around the world to write the next chapter of this extraordinary journey,” according to the company. The executive also expressed his intention to work closely with both the Canadian team and the entertainment group’s international offices, with the aim of contributing to organic and creative growth.
According to an organizational statement reproduced by Cirque du Soleil, Cornell’s appointment is consistent with the organization’s efforts to strengthen its corporate structure and improve its operational management. The group identified global competition and the development of the public interest as factors that require managers with both artistic and business experience to meet the demands of international markets. Cirque du Soleil said Cornell’s selection was based on his track record of leadership in creative multinational companies, achieving solid business results and developing globally recognized brands.
The presentation also reflected on Mr Cornell’s experience outside the private sector, highlighting his past service in the British military, his role in which he received various medals, and his subsequent involvement in fields related to luxury goods and the arts. Cirque du Soleil said its combination of business management, international background and live entertainment knowledge will enable it to lead the current phase of expansion.
Finally, the organization said in a statement that it recognizes the importance of creative visionary leadership and certain consumer industries in keeping Cirque du Soleil competitive and relevant on a global scale. The succession process at the highest levels of management comes as part of the Board’s continued efforts to strengthen the company’s position in both artistic innovation and corporate performance in the face of the challenges posed by the post-pandemic recovery and new global entertainment environment.
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