Kruger’s Michel Manseau to Retire, Michael Urlick Tapped as Successor

Why It Matters

The leadership change could reshape Kruger’s Canadian sales strategy and brand positioning, while Urlick’s expertise may drive growth and operational efficiencies in a competitive market.

Key Takeaways

• Manseau retires after 37 years, stays as special advisor.
• Urlick assumes Canada Consumer Sales lead on May 4.
• Urlick previously held senior roles at Clearwater Paper.
• Manseau led brand expansion and Scott Paper integration.

Pulse Analysis

Kruger Products, one of North America’s largest manufacturers of tissue and hygiene goods, has long relied on steady leadership to maintain its foothold in the Canadian market. Michel Manseau, who joined the firm 37 years ago, rose to senior vice‑president and general manager of Canada Consumer Sales, overseeing brands that dominate grocery‑aisle shelves. His tenure included the high‑profile acquisition of Scott Paper’s Canadian assets, a move that expanded Kruger’s product portfolio and distribution network. Though retiring, Manseau will stay on as a special advisor, offering institutional memory during the transition.

The company announced Michael Urlick as Manseau’s successor, effective May 4. Urlick entered Kruger in July 2023 as senior vice‑president of business development after a decade at Clearwater Paper, where he progressed to senior vice‑president and general manager of the Consumer Products Division. His background in scaling paper‑based consumer brands and driving cost‑efficiency initiatives positions him to sharpen Kruger’s sales strategy and deepen retailer relationships. Early indications suggest Urlick will prioritize data‑driven merchandising and explore sustainable packaging innovations to meet evolving consumer preferences.

Leadership continuity is critical as the Canadian consumer‑goods sector faces margin pressure from raw‑material costs and intensified competition from private‑label offerings. Urlick’s appointment signals Kruger’s intent to reinforce its brand equity while pursuing operational agility. Analysts expect the new executive to leverage his supply‑chain expertise to optimize inventory turnover and expand e‑commerce channels, areas where rivals have made recent gains. If successful, Kruger could sustain its market‑share growth and set a benchmark for legacy manufacturers navigating a rapidly changing retail landscape.