Sebastien Provencher has had a dynamic career in tech, spanning more than 20 years as a senior startup executive and serial entrepreneur. From working with VC-backed companies to leading product teams and mentoring startups, Sebastien has been at the forefront of Montreal’s booming tech ecosystem.
In this interview, he shares his journey into product management, insights on the Montreal tech scene, and what it takes to lead product teams in today’s competitive landscape.
Sebastien’s entry into product management wasn’t a traditional one. Starting in marketing, he realized early on that he didn’t enjoy the advertising and brand management side of the field.
His big break came when he joined the Canadian Yellow Pages as a Junior Product Manager. At the time, he had no idea what product management was but quickly fell in love with the role.
“I discovered that I dearly loved the intersection of building a product. You take customer needs, business needs, problems, and pain points, and then you meet designers and developers to build amazing products together,” says Sebastien. The combination of the rational business side and the creative process of building products is what transformed his career.
Montreal has seen tremendous growth as a tech hub, particularly since 2016 when it emerged as a leader in AI. Sebastien notes that this growth has been building for over 15 years, and today Montreal is among the top 10 tech ecosystems in North America.
“The city has been an incredible ride for the whole ecosystem. We've seen all of these funding announcements and many companies opening up offices here,” Sebastien shares.
In addition to AI, Montreal has long been a center for gaming, with Ubisoft arriving in the late '90s. This has anchored the city’s presence in the gaming world, where it now ranks third globally.
Sebastien has spent years joining companies at critical inflection points—whether they are struggling, scaling up, or in need of senior talent. When founders bring in their first senior product leader, the transition can be challenging, especially for CEOs who are used to managing the product themselves.
“One of the most important things is having a very frank conversation with the CEO or founders. You have to say, ‘I know you used to do product management, but now I’ll be the one driving it.’ It’s essential that they’re comfortable with that or they’re not ready for a senior product leader,” Sebastien advises. It’s a shift in responsibility that can feel difficult for founders but is crucial for the company’s growth.
As a senior leader, Sebastien emphasizes the importance of tracking KPIs that align with the broader business goals. “Are you growing revenue? Are customers happy with your product? Are you conducting user research?” he explains. For him, success is about ensuring that the entire team is aligned with high-level company objectives like user growth, revenue, and customer satisfaction.
When it comes to hiring product managers, Sebastien doesn’t favor one specific background over another. “I’m okay with having a mix of people from business or technical backgrounds. What’s important is that a product manager can have educated conversations with software engineers without losing their respect,” he says. Having technical knowledge, especially in fields like AI, is critical for credibility, even if the product manager isn’t building algorithms themselves.
Sebastien Provencher’s career is a testament to the power of product management in scaling businesses and driving innovation. From helping startups navigate their growing pains to mentoring the next generation of tech leaders, Sebastien has played a pivotal role in shaping Montreal’s tech ecosystem.
His insights highlight the importance of leadership, product vision, and the balance between business acumen and technical understanding in today’s fast-evolving tech landscape.
