Founder & CEO | Impact Investor
Bilingual: English/French Chief Storytelling Officer
From a childhood filled with ancestral tales in Cameroon to becoming a bold voice for purpose-driven brands across the globe, Hermine Mbondo’s story is one of vision, resilience, and transformative storytelling. She didn’t grow up planning to start a company. She simply followed the stories—those that shaped her, those she longed to tell, and those she would go on to help others share with the world. Born in the port city of Douala, Cameroon, Hermine was raised in the rich oral traditions of the Bassa tribe. In her family’s ancestral village, stories weren’t just for fun. They were how knowledge, imagination, and community values were passed on. She remembers gathering at twilight as her aunt began each tale with the magical phrase: “Jam li boñ lè a”—“Once upon a time.” Those evenings lit a spark in her—a fascination with storytelling that would guide her entire life. When Hermine moved to France at the age of eight, she brought those stories with her. They became her anchor in a new land, a reminder of who she was and where she came from. In books and ancestral memories, she found comfort and clarity, eventually deciding she would grow up to become a writer. But writing soon evolved into something even bigger. As a teenager in a foreign land, she recognized the power of media to elevate truth and amplify voices, especially the unheard. Her dreams expanded: she wanted to become a journalist, someone who could illuminate untold realities and give voice to the voiceless. At just 14, she took her first steps into the world of communication, landing an internship with the newspaper division at her local city hall. She was determined, eager to learn, and already mapping out a future guided by purpose. Then, during her time at SKEMA Business School, where she earned her Master’s degree in Management with a specialization in Consumer Marketing, her career took a new turn. An internship at a Paris-based agency introduced her to the idea that storytelling wasn’t just for books or journalism—it could be an engine for business, a heart behind brands. That realization changed everything. From that moment, Hermine saw marketing not as a tool of persuasion, but as a vehicle for empathy and authenticity. She recognized that stories, when used with integrity, could move people, shift cultures, and drive positive change. And she was ready to explore that space.
Her early professional journey spanned continents, industries, and disciplines. She started her career in France at Carrefour, leading communications and launching integrated campaigns across radio, print, and digital platforms. The road then led her to Canada, where she joined SUGOI Performance Apparel in Vancouver. Afterward, she moved to the United States, joining the American division of a French company based in Connecticut. There, she led trade marketing in the art publishing and home décor industry, helping translate and adapt European product lines for North American audiences. Her return to France brought her into the culinary world, where she became Marketing Manager at Groupe Louis Tellier, crafting campaigns that honored the legacy of France’s Entreprises du Patrimoine Vivant (Living Heritage Companies). Each experience sharpened her storytelling instincts and cross-cultural fluency. Each one reaffirmed her belief that marketing could be human, values-driven, and transformative.
But entrepreneurship? That wasn’t the plan. It found her.
In 2016, shortly after immigrating to Toronto, an unexpected call from a former CEO in France rekindled her sense of purpose. Though the collaboration never materialized, the gesture reminded her of her own potential. And in 2017, just one year after arriving in Canada with no external funding or local network, Hermine launched B4brand—a storytelling-driven marketing agency built for purpose-driven brands. She created the kind of agency she couldn’t find: one that centres real people, authentic lived experiences, and inclusive narratives. Through B4brand, Hermine has helped nonprofits, government bodies, social enterprises, and mission-led businesses craft stories that spark emotion, inspire action, and build trust. Her work doesn’t just market products—it amplifies impact.
But Hermine didn’t stop there. She founded the Global Impact Hub, a learning platform for changemakers advancing the UN Sustainable Development Goals. Through this initiative, she supports access to education, gender equity, and inclusive economic growth. She’s also an impact investor, mentor to young professionals, and an advisor to equity-deserving entrepreneurs. Her leadership has earned her invitations to speak at universities, conferences, and innovation forums, where she shares insights on inclusive branding, social impact, and the power of purpose-led storytelling.
Her global journey—stretching from Cameroon to France, the U.S., and Canada—has deeply informed her voice and vision. As a woman, she’s refused to stay in rooms where her voice was ignored. As an immigrant, she’s refused to settle for less despite her qualifications. As a storyteller, she’s refused to perpetuate narratives that exclude. She believes deeply in reclaiming and rewriting the stories that shape our world. “If you’re not seeing stories that reflect your truth, you have the power to write them,” she often says.
But perhaps the most powerful chapter of her story is the one rooted in wellness and joy. Hermine is passionate about doing meaningful work—but not at the expense of her peace. Mental health is essential, not optional. She’s built a career around purpose, but she’s also built a life that honours balance, clarity, and happiness. In choosing this path, she chose herself. Today, through B4brand and the Global Impact Hub, she continues to empower leaders and organizations to share their stories with courage and care. Her journey, once shaped by twilight tales and childhood dreams, is now helping shape the future of inclusive marketing and impact storytelling.
If she could whisper one message to the next generation, it would be this: Your voice, your values, and your vision matter. You don’t have to choose between impact and happiness—you can have both. And when you root your story in truth and lead with joy, you don’t just inspire—you transform. The story continues—and so does the impact.