Shayne McBride
VP Strategy @C&b Advertising
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WORK HISTORY
VP Strategy @C&b Advertising
CA
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.
EDUCATION
Marketing Week Mini MBA with Mark Ritson
Brand Management Mini MBA
University of Alberta
B Comm
Institute of Communications and Advertising
Certified Campaign Planning Program
Hyper Island
Master Class
SKILLS
ABOUT SHAYNE MCBRIDE
Over the last 20+ years I\'ve had the unique opportunity to be directly involved in the many different sides of marketing and advertising. I\'ve spent time at agencies and also led brands from the inside. I\'ve been responsible for developing strategy and asked to produce creative that brings strategies to life. I\'ve worked in traditional and immersed myself in digital. Through it all has been a constant theme - creating work that changes perceptions, builds brands and drives business. Specialties: Brand management, marketing strategy, creative concepting, writing, campaign management, social media, digital marketing, content creation.
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