Employee interview: Martin Proteau, Director, Digital Strategy , Customer Experience and Intelligence

April 13, 2023
Martin Proteau

What does a chief strategist’s to-do list look like at Tink? Martin Proteau answers our questions.

In a few words, how would you describe your role and typical daily tasks?

I started working at Tink seven and a half years ago, in 2014. My background is a bit unusual; I made the leap to agency work after spending 15 years in the world of finance, where I worked as a product manager and as a sales and marketing manager at Desjardins. My brother, Dominique Proteau, encouraged me to apply for a job at Tink. Initially, I was hired as a Director of Consulting Services, and in 2018, I was offered a position as Director of Digital Strategy, Customer Experience and Intelligence.

My job essentially involves facilitating the work of my team, which is made up of strategists, SEO experts, and cybermetrics specialists. I help coordinate processes, develop strategic analysis models, and optimize internal practices so that we can do the best work possible in a great environment! I’m also involved in the business development side of things, and I assist some clients with their strategic thinking.

No two days are alike. My schedule is filled with meetings, both virtual and in person, where I get to talk to my team, advise our clients, have conversations with potential partners, and chat with other members of the management team. As a result, I’m always a few minutes late for my meetings . . . That’s me!

In your opinion, what hard and soft skills are required to succeed in a position like yours?

Empathy is the foundation of everything.

When it comes to developing effective strategies, it’s important to be able to put yourself in your target audience’s shoes. You need to be able to understand their digital experience and what they’re looking to get out of it so you can offer them the best tools to achieve their goals. You want them to want to prolong or repeat the experience.

Empathy is also essential for managing a team. The ability to put yourself in the shoes of your colleagues is a key skill that will help you lead your team to success and support them when they run into obstacles in their professional or personal lives. You also want to capitalize on the individual strengths of each team member, so that everyone feels useful, valued, and supported on a day-to-day basis.

What have you learned during your time at Tink?

The longer I work in the digital industry, the more complex things become. There’s always more to learn; it’s important to stay open minded and keep up with the latest trends. It’s impossible to stay humble and curious once you think you know everything.

What do you like about Tink, and what makes you stay?

  • My colleagues are extremely talented, and that makes me want to do my best work at all times; it also helps me grow professionally. Everyone has something to teach me.
  • I appreciate the values of the people I work with; I admire their rigour, team work, and collaboration.
  • I also get to work with my brother. We help each other and we share our honest opinions about things.

What is your greatest professional accomplishment?

I believe in always rejecting the status quo. It’s one of the principles that guides most of my actions. In life, I always want to keep moving forward. I feel most accomplished when I’m building something. I’m proud of the work I’ve done with the members of my team to develop and implement a rigorous strategy practice here at Tink. Our solid work method allows us to offer professional services of an extremely high quality.

How would you describe the work atmosphere at Tink?

Working at Tink is both stimulating at demanding. My colleagues are extremely good at what they do, and working with them pushes me to want to surpass myself and do more all the time. It takes a lot of energy, that’s for sure. We’re always learning, and we also have a lot of fun.

For you, working at Tink means having the opportunity to . . . ?

. . . do a lot of different things and work on a variety of projects. I don’t feel like I’m stuck in a routine.

What advice would you give to future employees in your field?

I love this question!

  • Be curious, open-minded, and creative
  • Keep up with trends
  • Remember that in the digital world, you can basically do anything you want (most of the time)
  • Always prioritize people over algorithms
  • Focus on relevance and usefulness rather than on wowing people


And last but not least, when it comes to succeeding in business, collective intelligence is your best ally!