By Jay Cumming
Dana Martin‘s journey in finance is nothing short of remarkable. As an Indigenous executive at Scotiabank, she has carved out a path as the Vice President of Indigenous Financial Services, where she champions Indigenous culture and economic reconciliation for Indigenous Peoples across Canada, spearheading several initiatives to support these goals.
“Growing up, I never imagined I’d work in finance or that Indigenous finance could even exist in the banking world,” Dana reflects. “But now, I openly embrace and celebrate my culture.”
Dana’s early years were marked by mixed feelings about her Indigenous identity.
“My mom was very clear that we shouldn’t tell anyone about our Indigenous roots. Our family belongs to the Métis Nation of Alberta,” she says. “She was fearful of the challenges we might face or the consequences of being open about our heritage.”
It wasn’t until Dana left her small farming community, located about an hour west of Edmonton, and moved to the city that she realized her mother’s concerns were justified.
“The things people said, the comments I heard, were awful,” she recalls. “Initially, I responded with anger. You get upset because these people don’t know you or your background. But anger can lead you astray. You have to learn to harness it in a way that helps you grow, to educate and influence rather than harbor resentment.”
Dana’s Journey to Corporate Leadership
Dana’s story begins on a cattle farm, where she was the middle child in a family with both Swedish and Indigenous roots. Her mother’s side of the family had deep connections to Lac Ste Anne, a significant social, cultural, and spiritual gathering place for Canada’s Indigenous Peoples.
“The area holds great importance for pilgrimage and coming together,” Dana explains. “As kids, we would go with my grandma and papa to sell quilts and firewood or visit my great-grandparents, Grannie and Grandpa. Those times were very special.”
In her childhood, a school field trip brought Dana’s classmates to visit her grandmother, who taught them about Indigenous history and culture, including how to make bannock over a fire and the significance of sites like Head-Smashed-In Buffalo Jump.
By the time she was in high school, Dana knew she wanted to explore the world beyond her farm. Her love of adventure led her to travel widely—she’s visited 50 countries—and explore various career opportunities.
She eventually joined Scotiabank as a teller and began a steady climb up the corporate ladder, holding key roles such as Branch Manager, District Banking Manager, and District Vice President along the way.
“I was achieving all my professional goals, but I still felt lost because I wasn’t comfortable discussing my Indigenous roots,” she admits. “I didn’t quite feel at home in the corporate world.”
Embracing Cultural Pride
Everything changed when Dana met Scotiabank colleagues Richel Davies, now the Director of Inclusion of Indigenous Peoples, and Angie Vieira, Senior Manager of Policy for Inclusion of Indigenous Peoples.
“Richel and Angie introduced me to Scotiabank’s Indigenous Employee Resource Group and the vibrant Indigenous community within the company,” Dana says. “They encouraged me, made me feel comfortable talking about my heritage, and helped me open up.” Along with a strong group of Indigenous friends and allies, Richel and Angie became Dana’s biggest supporters.
Today, Dana proudly wears her beaded earrings and works to inspire both Indigenous and non-Indigenous team members to embrace their identities.
She has also become a vocal advocate for Indigenous financial rights across Canada.
“Because of the Indian Act, we have to be creative in how we support Indigenous clients, from small businesses to First Nations and their economic development corporations,” she says. “The way business is done with Indigenous Peoples is different—something we understand deeply. We don’t just approach a community to sign a deal; we get to know the people first, share meals, meet elders. We’re building community, not just partnerships. Rebuilding trust is crucial.”
Part of that trust-building involves supporting Indigenous communities beyond financial contracts. For example, Scotiabank has committed to a multi-year donation to Indspire, Canada’s largest Indigenous-led and Indigenous-focused charity, which supports First Nations, Inuit, and Métis youth.
“In my role today, I get to inspire others,” Dana says. “You cannot be what you cannot see. Change is happening, and people are doing the hard work to understand and embrace Indigenous culture across the country, not just within Scotiabank.”
Even Dana’s mom has become more open about her Indigenous heritage.
“A few years ago, my mom asked me for a teepee for her front lawn—something she would never have considered before,” Dana shares. “I asked her why she wanted it, and she said she was no longer afraid of being open about who she is, partly because of the work I’ve been doing.”
Dana hopes that non-Indigenous readers continue to listen to and learn from the Indigenous stories that are now being shared more openly. She also encourages everyone to immerse themselves in the rich culture and traditions of Indigenous Peoples.
“Taking a course or reading a book is great, but it won’t give you a true sense of who we are. So, reach out and truly connect,” Dana advises. “Visit your local Indigenous community, attend a public Pow Wow, learn about our traditions. This will help you speak out when you witness injustices.”
And for her Indigenous community? “Our ancestors didn’t endure for time immemorial so we could be ashamed. Be proud of who you are—who we are. We are a vital part of our story. We’re loud, we’re proud, and we no longer have to live in fear like my mom did.”
Dana Martin joined Scotiabank over 19 years ago, gaining experience throughout Western Canada while taking on progressively senior leadership roles within Retail Banking. Most recently, Dana previously held the role of District Vice President of Burnaby & North Shore District in the BC & Yukon Region, where she managed a team of over 200.