Driving growth through accountable marketing and change that sticks.
Maltais Strategy partners with CEOs and leadership teams to define bold, customer-centric marketing strategies and lead the change initiatives required to implement them across the business.
From growth ambition to accountable execution.
The growth challenge
Growth pressure is rising, but the path is often less obvious. Companies face three converging pressures that make growth harder to plan, fund, and deliver.
01
Organic growth is harder to unlock
The path to sustainable growth is no longer obvious. Customer expectations, channel economics, and competitive intensity have shifted.
02
Cost discipline is under scrutiny
Marketing and growth investment must be optimized without weakening the engine. Boards expect proof of return, not activity.
03
Initiatives are hard to implement
Growth programs require cross-functional ownership, field adoption, and operating cadence, not just a strategy document.
How we help
We work with CEOs and leadership teams across three connected layers: strategy, accountable marketing, and the change required to make growth stick.
Strategy
01
Bold, customer-centric growth strategy
Define ambition, customer focus, and the choices required to win. Translate market context into a clear roadmap leadership can rally behind.
Marketing
02
Accountable marketing that earns its budget
Connect marketing investment to business outcomes. Build the discipline, KPIs, reporting cadence, and modern tools that make growth visible, measurable, and accountable.
Change
03
Cross-functional change that sticks
Lead the structural and behavioural shifts — operating model, capability, and adoption — that turn strategy into day-to-day execution.
Proof of impact
Transformation example 1
123Dentist
Installed a national growth operating model across a fragmented 450+ clinic platform.
Improved contribution
Marketing became a stronger contributor to new patient acquisition.
Stronger return discipline
Improved visibility into marketing return and investment decisions.
Reduced external dependency
Key digital capabilities brought in-house; agency reliance reduced.
Better conversion visibility
AI-powered call intelligence sharpened appointment conversion insight.
Transformation example 2
New Look Vision Group
Built an omnichannel growth engine across retail, digital, technology, and customer experience.
Significant digital growth
Digital revenue grew materially as ecommerce and omnichannel matured.
Stronger marketing efficiency
Media and marketing investment became more disciplined and measurable.
Better customer experience
New digital and in-store tools improved the customer journey.
Award-winning transformation
Recognized through major Canadian retail and innovation awards.
Jean-Michel Maltais
Founder | Growth Transformation Partner
Who you'll work with
Ready to move from growth ambition to accountable execution?
Jean-Michel Maltais is the founder of Maltais Strategy and a hands-on growth transformation partner. Former VP Marketing at 123Dentist and former SVP Omnichannel at New Look Vision Group, he works directly with CEOs and leadership teams to turn strategy into measurable change.