JUSTYNA MCCAIG

E: acyzgs@r.postjobfree.com T: 905-***-**** ca.linkedin.com/in/justynamccaig

PROFILE

I believe in approaching the marketing and the sales journey from a customer-centric view-

point; speaking to your audience in a way they want to be spoken to and reaching out with au -

thenticity and value-driven propositions. My recipe for success revolves around research, test -

ing, and the ability to quickly pivot to changing trends and needs.

Accomplishment overview

Design and execute the marketing strategy in an emerging market-disrupting start-up

Achieved 40% average monthly customer acquisition growth through a combination of

digital advertising, referral and event-based marketing at RideCo

Launched social communication program for CBREs Canadian market

Designed and executed webinar digital marketing education series for CBRE brokers

Executed Email/CASL Education program that mitigates risk of nes and legal action at

CBRE

Doubled internal member email newsletter engagement at DKI Canada

EXPERIENCE

SENIOR MARKETING MANAGER

RIDECO, WATERLOO, ON APRIL 2016-JANUARY 2017

Design, execute and manage all marketing strategy and initiatives such as sponsorships,

events, ambassador programs as well as traditional advertising to drive customer acquisition,

retention and reengagement. Design email marketing program; on-boarding, retention, conver-

sion etc. Optimize and test email and digital campaigns to maximize eciencies. Manage ex-

ternal messaging: social communication, and PR. Create all content; copywriting and visual

design. Build and maintain consumer and business-focused websites and pages. Designed

customer acquisition and retention programs. Contributed to driver-partner engagement cam-

paigns and programs. Managed media budgets and spending on advertising activity. Source

suppliers, partners, and freelancers to execute initiatives. Work with analytics team to design

reports that got at the heart of a challenge. Present weekly ndings to founding team.

Major Accomplishments:

Created campaigns that drove 40% monthly ridership in a low-density region.

Re-designed referral reward program for RideCo that attained 45% of all customer ac-

quisitions.

Launched event marketing partnership that tripled daily ridership and broke targets

Designed marketing promotions that achieved sustained growth

Created all content on ridecosolutions.com and built a preliminary B2B funnel

Created all content and managed all engagement on Facebook, Instagram, Twitter and

LinkedIn

NATIONAL MANAGER OF MARKETING & COMMUNICATIONS

CBRE, TORONTO, ON FEBRUARY 2014-DECEMBER 2015

Manage B2B digital marketing initiatives such as app sponsorships as well as traditional adver-

tising. Manage external social messaging across Canada on LinkedIn and Twitter. Contribute

communications strategy to digital report launches. Act as advisor to individual brokers (includ-

ing executives) and sales teams on social media best practices and social media lead genera-

tion opportunities. Present communication goals and achievements for various levels of the

organization.

Major Accomplishments:

Implemented Email Education Program in response to Canadian Anti-Spam Legislation

resulting in an increased email open rate (consistently exceeding 40%, previously

10-15%) and mitigating risk of complaints resulting in CASL nes.

Expanded distinct Canadian CBRE Twitter and LinkedIn following organically by 300%

and 1000% respectively in less than a year.

Launched a broker social media program educating brokers on best practices as well

as lead generation through social engagement.

Planned and executed paid social advertising campaigns that achieved CTRs of 2 -

2.5%.

Contributed to the launch and distribution of CBRE Canadas rst digitally distributed

MarketOutlook report.

DIRECTOR OF MARKETING & COMMUNICATIONS

DKI CANADA (FORMERLY DKC), MISSISSAUGA, ON MAY 2011-DECEMBER 2013

Oversaw the communication plans and projects for the organization including: internal newslet-

ters, external marketing newsletters, press releases, and the internal intranet. Managed media

budgets and spending on advertising activity. Acted as communication and marketing consul-

tant; helping members of the organization plan and execute their own advertising/marketing

and social media activity. Prepared presentations for the Annual Members Meeting as well as

plan and present own plans, goals and outcomes of communication initiatives. Source suppli-

ers, contractors, and freelancers to execute initiatives. Manage and mentor 2 direct reports as

well as work with 3 Sales Directors, VP of Sales and COO to execute sales strategies and mar-

keting plans.

Major Accomplishments:

Raised member email campaign engagement from 35% to 62% in eight (8) months.

Managed the website migration as well as developed the internal portal.

Developed and initiated brand migration strategy.

Created and implemented a social media strategy.

Launched the groups rst digital sponsorship campaign with The Weather Network

COMMUNICATIONS ASSOCIATE

SHERRITT INTERNATIONAL, TORONTO, ON AUGUST 2009-JANUARY 2011

Develop and implement marketing/promotional plans and materials for Sherritt and its divisions

worldwide. Develop and maintain corporate branding and communication through fact sheets,

information newsletters, brochures, videos and other educational materials. Monitor, manage

and update content on the Sherritt website. Assist in the creation of the annual report including

the design and layout, copywriting, proofreading, editing and supplier sourcing. Assist in creat-

ing communication materials of both the Investor Relations and Corporate Social Responsibili-

ty Departments, including presentation, website content, and other visual content.

Major Accomplishments:

Designed and contributed to the rst Corporate Social Responsibility Report.

Managed the website migration project.

Created various infographic materials for use in reports and presentations.

MARKETING COMMUNICATION & PROPOSAL COORDINATOR

ELLISDON, MISSISSAUGA, ON MAY 2008-MAY 2009

Research and analyze opportunities and execute media plans in line with company image. De -

velop creative material for business development including creative for RFPs and RFQ pack-

ages as well as for print advertising. Organize and manage proposals; this includes the coordi-

nation of various personnel such as architects, engineers, and project managers, along with

marketing and executive sta to ensure that proposal documents are created to meet client

specications. Organize and manage documents and information to ensure accuracy on pro -

posal documents and marketing material. Write bi-weekly reports on company portal and email

newsletters as well as create internal marketing initiatives such as Star Employee reports and

various award submissions. Aided in the planning and execution of corporate events such as

the Client Appreciation Annual Gala and the Sub-trade Appreciation Event.

Major Accomplishments:

Centralized the media buying process.

Contributed to successful RFPs.

MEDIA BUYER

MINDSHARE CANADA TORONTO, ON JUNE 2006-MAY 2008

Originally hired as a Media Assistant, promoted to Media Buyer after one year with the team.

Researched media opportunities to ensure they are in line with clients brand image. Plan, ne-

gotiate and execute broadcast and radio media buys to planned psychographics targets.

Communicate and negotiate with vendors to ensure client receives media in line with planned

objectives. Track media performance by analyzing, reporting and posting achieved media rat-

ings. Contact vendors to negotiate compensation if required. Assist Media Director in produc -

ing material for presentations to client. Develop and execute media buys for such clients as

Kellogg, Mattel, Castrol Wakeeld, Participaction, PC Party of Ontario.

COMPUTER SKILLS

Well versed in use and analysis of data from Google Analytics, MailChimp, Radian6, Hootsuite,

Buer, and Salesforce. Advanced skills in all Microsoft Oce applications (Word, Outlook,

PowerPoint, Excel, Visio), Sharepoint, and Adobe Creative Suite (Illustrator, Photoshop, InDe-

sign).

EDUCATION

2014 - edX / U of T - Behavioural Economics in Action

2010 - PDAC - Workshop - Communication Strategies, Aboriginal Aairs

2008 - CaGBC LEED - Course - Sustainable Building and Development

2006 - 2007 - Sheridan College Accelerated Business Advertising Diploma: focus in Market-

ing, Sales and Economics. Accelerated Program.

2002-2004 - University of Toronto completed courses in: Communication Culture Information

Technology, Psychology, Sociology, Design Theory and Forensic science.

Contact this candidate