Project Underdog Company Profile, Contacts & Intelligence

Project Underdog Overview

Project Underdog is a local social media marketing consulting firm based in the Greater Toronto Area, founded by Justin MacPhee. Obsessed with sports strategy, Justin noticed a common truth: the underdog wins by sticking to their gameplan — by leaning into their strengths and making calculated, tactical adjustments. Underdogs don’t win by copying the competition or making reckless changes. That insight became the foundation of Project Underdog. Because for a lot of small businesses, being the underdog is real — and we’re here to give you the playbook. With proven digital and social strategies, we help get more feet through your door — so you can stay focused on doing what you do best. Justin is a paid social advertising expert with experience managing ~$500k in ad budget across Instagram, Facebook, TikTok, LinkedIn, and Pinterest. He’s led social campaigns for brands like Timberland, Maple Lodge Farms, Zabiha Halal, and Thomas’ Bread — building audiences, developing & executing strategy, and delivering results. Justin’s expertise make Project Underdog a fast-moving, strategy-first partner for small businesses that want to grow and spend smart.

Industry

Advertising Services

NAICS

Marketing Consulting Services

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