Social Media Marketing

*

o Client Services & Success

o Digital Media & Advertising

o Marketing Strategy

Sarah McKay

Toronto, Ontario, Canada M: 647-***-**** E: adcvtn@r.postjobfree.com LinkedIn: http://ca.linkedin.com/pub/sarah-mckay/a/a72/8b3 Qualification Highlights

Professional Experience

Account Director, Church+State – Digital Creative Agency May 2019 – To Present A full service creative advertising agency with a focus on digital and social content creation. Highlights:

o Lead and collaborate on paid, owned and earned digital strategies and campaigns o Development of audience-first, data driven strategies and optimizations to provide value for brands o Work with internal SMEs and external marketing teams to deploy best-in-class paid and organic content on key media platforms, build engagement plans and help to identify emerging opportunities within the space o Responsible for applying a comprehensive tradeshow business strategy for the Home Builders Association (BILD) and their Home Shows LOB which includes not only branding, website development, quarterly digital campaigns, social strategy and content creation but also wayfinding and on-site activations to help reimagine the brand and consumer experience from the ground up o Responsible for overseeing project-based accounts such Manulife, Arthritis Society, Moxie’s, Sovereign Insurance, and US based property Manager Asset Living, to support and implement effective and measurable creative strategies which combine paid social, display, broadcast, print and OOH to help achieve national and regional business goals Accomplishments:

o Onboarded and oversaw the creation of an audit and social marketing strategy for Centennial College which helped to identify key social platforms, audience segmentation and channel roles o Through successful client management, earned the trust of the Centennial marketing team and increased retainer scope by 50% through project related work and quarterly marketing calendar planning Account Director, Pound & Grain – Digital Creative Agency Nov 2017 – May 2019 A full service, digital first creative agency, specializing in content creation for brands, websites, social, and media campaigns. Highlights:

o Onboarded and transformed Viacom Corporate’s (US based) tactical approach to reaching B2B Audiences (i.e. advertisers and marketers, prospective employees, and key stakeholder/ investors) through a defined strategy and vision in support of business, marketing and investor goals

o Built a cross-functional team of subject matter experts focused on creating editorial calendar content as well as measuring analytics, performance marketing, search, A/B testing and adopting best practices for influencer/ event-based campaigns o Under the Viacom media umbrella, work with various network brands such as Comedy Central, BET, MTV, VH1, CMT and Nickelodeon, to promote the performance of their content and award shows to the Viacom audience o Manage media and retainer budgets, manage client and agency relationships, lead quarterly innovation sessions, negotiate partnerships and guide content development and implementation of new features on social platforms o On a day-to-day basis, work with Viacom to promote programming, create original content series, promote tent pole events like the Kids Choice Awards and MTV VMA’s, all while mining the social data in real time to see where we have made an impact on the social conversation

Accomplishments:

o Based on an increased volume of award shows in June of 2018, successfully introduced the concept of a #ViacomLive campaign which when implemented, garnered over 6.3 million impressions across Twitter, Facebook, and Instagram o Within a six-month duration, acquired over 100,000 organic social followers across Twitter, Facebook, LinkedIn and Instagram Senior Client Manager, Cineplex Digital Media – Digital Merchandising & Innovation Aug 2015 – Nov 2017 CDM’s proprietary, cloud-based solution powers some of the largest digital merchandising networks globally. Building customized digital signage solutions to help lift sales at point of purchase and attract, inform and direct consumers along the consumer journey. Highlights:

o Provided strategic digital content support to McDonald’s and OLG marketing teams, overseeing a combined $6.5M budget and 14- member team. Directed creative content creation and digital display solutions for the McDonald’s digital menu boards, drive-thru, o Omni-Channel Approach

o Performance & ROI Focused

o Team Leader & Mentor

o

o Project Management Expertise

o Social Media Specialist

o Activation Marketing

2

self-ordering kiosks and merchandising environment as well as provided consultation on product positioning, LTO launches, and advertising through the Cineplex Digital Media network o As a partner, provided digitally innovative short and long term strategic marketing guidance to help achieve marketing objectives and revenue growth

o Led the development and implementation of a POS integrated CMS tool in 1400 franchise locations across Canada, providing Owner Operators with the ability update content relevant to their location in real-time o Oversaw and managed the workflow process for all creative projects from gathering requirements to project implementation to measurement and program success

o Took an active role in developing all direct reports, providing mentorship and conducting on-going performance evaluations o Manage the financials of the assigned portfolio including budget, margins, and resourcing for multiple projects Accomplishments:

o Worked with key organizational stake holders to present innovation ideas for the McDonald’s digital ecosystem which lead to the testing and eventual phased roll out of digital drive-thru in Canada. Provided recommendations regarding unique features such as content-based weather triggers and recognition software to improve the consumer experience and to help increase sales o Led the strategy and implementation of a franchise-wide POS integrated content management system Account Director, Thinkbox – Experiential & Social Media Jun 2011 – Aug 2015 Offering clients an integrated approach to reaching their audience through experiential, social media, mobile and retail Highlights:

o Responsible for managing the Experiential Marketing department in Central Canada, including achieving business goals, profitability and growth

o Lead the direction, preparation, and presentation of proposals and new business activity while always alert to new business opportunities

o Direct account team to ensure tactical plan is developed and implemented in order to achieve client objectives o Promoted from Senior Account Manager to Account Director within eighteen months of employment Accomplishments:

o From concept to execution, managed the ‘first to market’ 3D Nissan water projection from coast-to-coast on Canada Day, for the launch of the 2013 Nissan Altima

o Developed and implemented a national marketing campaign for Brown Forman Canada, promoting Southern Comfort to consumers online and offline across Canada

o Responsible for onboarding new agency clients such as Etsy, Subway, Translink, and Coty Fragrances Account Manager, Mobile Marketing – OLSON (formerly MyThum Interactive) Jun 2008 – May 2011 Award winning international mobile marketing and brand connection agency. Highlights:

o Established trust and built loyalty with key industry influencers by recommending unique and strategic marketing initiatives, delivering proven results and measurable ROI

o Developed a strong understanding of long term client accounts; analyzed business objectives and opportunities in order to identify and generate new revenue streams

o Client portfolio included Cineplex/ SCENE, Interac, Sunwing, Sears, Transcontinental, Rogers Communications, Sony Accomplishments:

o Gold OBIE award winner recognized for best digital out-of-home advertising campaign for the MINI Vending Machine Night Projection with mobile engagement

o Exceeded management benchmarks by delivering first year projected net revenue 40 percent above plan o Developed and implemented multiple “first to market” solutions and initiatives including commerce solutions, loyalty programs, contests, advertising, promotions, social media applications, and interactive campaigns Education

Seneca College Toronto, ON 2004 – 2006

Creative Advertising & Integrated Marketing Communications Honour graduate with a 3.8 GPA Focus: Business & Account Management Professional Memberships

Ad Club of Toronto Toronto, ON 2009 – 2014 Committee Member, focused on organizing industry related events

Contact this candidate