Broken Heart Love Affair (BHLA) has made two senior leadership promotions that mark the next phase in the agency’s evolution.
Rachelle Claveau has been named president of Broken Heart Love Affair & Agence BHLA, and Joline Matika has been promoted to EVP, managing director.
Claveau brings more than two decades of experience. Prior to BHLA, she served as president of Publicis Montréal and FCB Montréal, and spent 12 years at Cossette, where she rose to VP, business lead.
Over the past two years at BHLA, Claveau’s role has expanded significantly as she led Toronto operations while launching and scaling the Montréal office, helping unify the business nationally. She also introduced a business leadership model that strengthens senior accountability across every piece of work. Her promotion to president reflects the broader scope she has already been leading across the agency.
“I’m constantly inspired by the creativity, commitment, and heart of the people I get to work with here, and that’s what makes BHLA so special,” said Claveau. “As we continue to grow the business, my focus is on deepening senior accountability and ensuring we’re delivering work that drives real impact. We’re fortunate to partner with clients and brands who share our ambition to create meaningful, breakthrough work, and I’m excited for what we’ll build together next.”
As EVP and managing director, Matika will lead the day-to-day operations of the agency, focused on building a high-performance organization and enabling teams to deliver their best work. She steps into the role following a steady expansion of her leadership across the organization. Her experience spans The Hive, Capital C, KBS+, and Republic. She has been with BHLA since its inception starting as VP, client service. Over time, her increasing responsibilities have encompassed people and operations including embedding AI across the group.
She most recently served as SVP, people & operations across both BHLA and Lifelong Crush, where she played a critical role in shaping how the organizations operate. Beyond BHLA, she is an active industry leader, serving on the ICA’s Talent Advisory Committee and supporting emerging talent through initiatives such as Creative Spark.
“I’ve always believed the best work happens when people feel valued, supported, and challenged to do their best,” said Matika. “In this role, I’m focused on strengthening how we operate. Building a high-performing organization where our teams can do the most meaningful work of their careers, and where our clients feel that impact every step of the way.”
“Together, Rachelle and Joline represent the best of BHLA, strengthening our ability to partner at the most senior levels to deliver meaningful results for our partners,” said Beverley Hammond, founding partner and chief business officer. “These two leaders have already been operating as a highly effective team throughout a period of growth for the agency, leading the team, strengthening relationships, and building new capabilities across the organization. These appointments formalize that partnership and ensure continuity as the agency continues to scale.”
