Employee Profile - Kassandra Lanthier, Marketing and Communications Coordinator

With several years of experience in management, marketing, and sales, Kassandra Lanthier first worked in the fashion industry before becoming our marketing and communications advisor in October 2022! Discover what motivates her to take on new challenges within our team.

In a few words, how would you describe your position and your daily routine?

At the risk of repeating the same thing as some of my colleagues, none of my days are the same (it's often said, but it's true!) As a marketing and communications advisor, my tasks consist of juggling between recurring responsibilities (posting on our social networks, producing our internal newsletter, producing performance reports, organizing lunch&learn's that we call Midis Tink, etc.) and sporadic ones (organizing events, updating our website, creating marketing campaigns on our social networks, etc.)

As part of my duties, I develop and implement marketing and communication strategies to effectively promote our services and culture. Additionally, I ensure that our communication initiatives are aligned with our values and mission while maintaining consistency in brand presentation across different channels. My role also requires proactive management of public relations and effective coordination of communication activities, both internally and externally.

In short, I hold a fairly central position, where I am called upon to collaborate with almost every department at Tink, and it's something that I really love! Even though I am alone in my department, I never feel lonely on a daily basis!

According to you, what are the skills and qualities that a person must demonstrate to occupy a position like yours?

First, for the skills, I would say that one must have skills in the following four areas:

• Communication: developing clear and compelling messages, writing relevant content for different media, and maintaining effective communication with all stakeholders.
• Digital marketing: having a deep understanding of various digital marketing strategies (online advertising, SEO, social media, web analytics, etc.) and being able to use these tools to achieve the company's objectives.
• Project management: managing multiple projects simultaneously, meeting deadlines, and effectively coordinating teams to achieve communication and marketing goals.
• Collaboration: establishing and maintaining strong professional relationships with various stakeholders, including the media, clients, and employees.

Then, for the soft skills, I emphasize four other important qualities:

• Creativity: thinking innovatively and proposing original ideas to stimulate audience engagement and differentiate from the competition.
• Adaptability: adjusting to rapid industry changes and demonstrating flexibility in implementing new strategies.
• Team spirit: working effectively with team members, sharing ideas, and contributing positively to a collaborative work environment.
• Resilience: being able to cope with pressure and manage challenges with calm and determination while keeping focus on the company's long-term goals.

What have you learned during your years at Tink?

I have learned that it's perfectly okay not to have all the answers to every question I am asked. I am given the freedom to say I don't know, without ever being judged, and this then pushes me to seek the answers to convey them later.

Furthermore, since Tink is my very first experience in an agency, I have also learned to adapt, as it is a very different environment from my past professional experiences.

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

My response might come off as a bit 'sappy,' but I stand by it: one of the main reasons why I enjoy my work experience at Tink is the strong bond of trust that I share with my boss.

I have had some unpleasant experiences with superiors in the past (micromanagement, excessive pressure, constant criticism, and lack of trust), so it is truly a delight for me to rely on a boss who understands me, knows me, and supports me daily. Over time, he has learned to trust me and provide the necessary autonomy to fully accomplish my tasks. He doesn't pressure me and never hesitates to readjust certain things when my workload is too high.

I consider myself privileged to have a superior who acts as a mentor and allows me to express my creativity through various projects. It must be said, however, that I am not the only one who has this opportunity. At Tink, managers are highly appreciated, and it is not uncommon to hear my colleagues express their deep affection for their superiors. No doubt: the atmosphere of trust and mutual respect that prevails within the company greatly contributes to a positive and productive work dynamic.

What is your greatest professional achievement?

I am particularly proud of all the projects that I had the opportunity to execute during my first year within the company. Each of these projects allowed me to take on unique challenges, acquire new skills, and contribute significantly to the company's mission. Rather than considering a single project as my greatest achievement, I believe that it is the sum of these experiences that has truly strengthened my expertise and value for the organization. Working on these diverse projects has allowed me to develop my ability to adapt quickly, collaborate effectively with different teams, and produce high-quality results.

How would you describe the working atmosphere at Tink?

I would describe it as friendly, warm, but always professional! Personally, I am always happy to see my colleagues, both on Teams and face-to-face at the office. I especially enjoy being with them during the various events organized by our social committee. It allows us to step out of the professional setting to have fun and get to know each other from a different perspective.

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

It's about having the opportunity to develop a wide range of skills, from marketing strategy to data analysis, to managing advertising campaigns. It's also about learning more about all sorts of subjects through contact with my colleagues (both in terms of work and general knowledge). Moreover, working at Tink allows me to evolve within a dynamic digital agency, with a fast-paced work environment and constant challenges. It's definitely very stimulating for me!

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

Be open to change and demonstrate flexibility, as the field of marketing can evolve very rapidly! You will need to adapt to new technologies, new methods, and all kinds of other changes in the industry. Flexibility and adaptability are therefore valuable assets to have nowadays when working in the field of marketing.

As a final piece of advice, I would also tell you to cultivate your analytical mindset. Data analysis has indeed become essential for evaluating the effectiveness of marketing campaigns. It has thus become important in our profession to be able to interpret data to make informed decisions and adjust strategies accordingly.