Meet the Crux Team

Crux Group is led by a team of managing partners who are all co-owners of our management consulting co-operative.

Aileen McManamon

Aileen McManamon

Managing Partner

Aileen McManamon is a seasoned brand strategist and business intelligence professional with career experience spanning the automotive, technology and sports industries.

She has worked with global brands including FIAT, Alfa Romeo, General Motors, Molson, EA Sports, Microsoft, Qualcomm and Hewlett Packard. Her field of play in sports has included the Tour de France, Winter Olympic Games, Minor League Baseball, Major League Soccer, and the NFL.

Aileen has extensive experience in crafting global market strategy for in the IT, biotech and environmental sectors through her Chicago- and San Diego-based consulting firm, The Hess Group, and for Canada’s National Research Council, via its internal think tank, the Canadian Institute for Market Intelligence.

She brings highly specialized expertise in market intelligence, business strategy, product launch, distribution and B2B and B2C marketing tactics to Crux. Her global outlook, breadth of experience and relationship management skills are greatly appreciated by our clients.

Aileen holds a Bachelor’s degree in Economics from Kent State University and a Masters of International Business from the University of South Carolina, and has enjoyed a career that has led her to positions in Germany, Italy, the United States and Canada.

Aaron Cruikshank

Aaron Cruikshank

Managing Partner

Aaron Cruikshank is a research, public policy and strategy professional with 20 years of experience in nonprofits, public sector, private industry and post-secondary education.

After a career in the public service with organizations like ICBC, Natural Resources Canada and the BC Innovation Council, Aaron opened his management consultant practice in 2003. Including a stint as an Associate Vice President with Ipsos Vancouver in 2011/2012, Aaron has worked with many large clients including Bosch, Bosa Properties, Fortis, BC Hydro, the Government of Canada, BC Lottery Corporation, the City of Surrey, Vancity Credit Union, New York Institute of Technology, Nintendo, Interfor and Shell Oil.

Aaron’s areas of expertise are market research, market validation, public policy research and strategy, industry association support and business strategy in heavily regulated industries. Aaron holds a Bachelor’s degree in Communication and a Masters of Public Policy from Simon Fraser University.

Joanne Lacroix

Joanne Lacroix

Managing Partner

Joanne re-joined the consulting field in 2015, after taking a four-year sabbatical to care for her aging parents.

Raised in a fully bilingual home, Joanne continued her post-secondary studies in French at the University of Ottawa, where she divided her studies between History and Psychology. She began her career as a civil servant in Ottawa, working in the Constitutional Affairs Department, on Parliament Hill as an Assistant to a Member of Parliament, and as a Communications Officer at Citizenship and Immigration Canada.

Her first foray into independent consulting began in 1996, when she established a translation, transcription and bilingual editing service. Her main clients included Bombardier Recreational Products in Québec, the Electoral Boundaries Commission of BC and the Commission of Enquiry into the quality of condominium construction in BC (the Barrett Commission).

Joanne then spent 11 years at A&W Food Services, as a marketer and regional manager. Her areas of responsibility included marketing strategy implementation in Québec, promotional planning, customized sales and marketing plans, restaurant operations and profitability training, market profitability analyses and restaurant openings in an area that spanned British Columbia and the Yukon.

Her primary focus at Crux is project management, industry solutions and custom work involving francophone markets, food services and user testing. In addition to her project work, Joanne is also the owner of Crux Group’s relationship with our associates and senior associates.

Are you interested in getting in touch with one of us? Don’t be shy – contact us!