Shayne Mcbride Email & Phone Number

Calgary, Ab, Ca

Calgary, Canada Area

Lead brand planning and strategy across a broad range of clients and industries, including tourism, events & attractions, retail, and building & development. Responsible for conducting and distilling research to develop compelling insights and work closely with creative department to bring work to life. Focused on developing emotionally compelling brand platforms and effective campaigns. Also involved heavily in creative development and writing across a broad range of clients and industries.

Calgary, Canada Area

Implemented and led content development offering. Role included creative direction, concept development and writing. Worked directly with brands, agencies and media partners to develop content across a broad variety of channels - including online video, radio, TV and live events.

Calgary, Canada Area

Led digital marketing strategy and account planning for a variety of clients. Managed a diverse internal team including project management, creative, UX and technology groups.

Calgary, Canada Area

Responsible for development and implementation of strategic marketing plans, both traditional and digital, in support of Stampede business goals. Managed a diverse marketing team of 10 in the delivery of all marketing materials across internal departments and committees. Collaborated with external agency partners (traditional, digital, social and media) to deliver on the Stampede’s vision of creating a world-class, year-round gathering place in the heart of Calgary.Promoted and implemented social business practices across the organization, including new transparency guidelines for animal care practices. Led marketing efforts during 2013 flood. Actively managed the brand throughout the disaster, including 'Hell or High Water" initiative which raised more than $2.1M for flood relief and production of flood documentary - which became most-watched ad on YouTube in Canada for July 2013.Spearheaded a number of new initiatives to broaden Stampede’s digital footprint, including development of social media strategies for all platforms, online-only video series, Google Streetview Special Collection project, refined subscriber email programs, and mobile app.

Calgary, Canada Area

Transitioned from strategic side of business to a senior creative role. Responsible for concept development, execution and writing for television, radio, print, out-of-home, events, branded content, digital and direct marketing.Managed and mentored junior creative teams. Assembled, managed and led client creative presentations.Recognized with Best of Show and Craft Copywriting at Crystal Awards (Excellence in Canadian Radio Marketing)

Calgary, Canada Area

Managed account teams across two offices on Toyota (Western Canada) and Western Canada Lottery Corporation. Responsible for management and delivery of agency marketing services including: strategic planning, creative, media, events, public relations and digital.Led all client liaison, including presentations and pitches to regional marketing boards.Prepared yearly account plans and managed budgets in excess of $15M.Member of new business development team responsible for two multi-million dollar client acquisitions.

Calgary, Canada Area

Oversaw Calgary Stampede, Star Choice and Western Canada Lotteries Corporation accounts. Developed and executed marketing-communications plans for clients. Managed agency staff in delivery of marketing services including television, radio, outdoor, viral/web, B-2-B, DM, and print.Prepared and coordinated client presentations and creative pitches.

Calgary, Canada Area

Account Manager leading WestJet account. Led brand repositioning, resulting in new advertising strategies, media mix and creative direction through period of extreme growth for WestJet. Developed strategic marketing and advertising goals. Managed all aspects of client’s communications needs, including external advertising and internal branding.

London, United Kingdom

Research and development of branded content programming.Supported sales team for international format sales and consumer product licensing. Coordinated worldwide broadcast delivery of live events.

Brand Management Mini Mba, Brand Management

Master Class, Digital Media And Technology

Certified Campaign Planning Program

B Comm, Marketing, Management Information Systems

Activities and Societies: Golden Bears Hockey 1995-96