Sohaib Umar
Senior Strategist @Proof Strategies
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WORK HISTORY
Senior Strategist @Proof Strategies
Toronto, ON, CA
Proof Strategies is Canada’s leading independent Public Relations and Communications agency. We\'re partnered with a diverse roster of clients from the categories of: Corporate & Financial, Consumer & Lifestyle, Health & Wellness and Technology & Internet. As part of our rapidly growing Unified Marketing Communications team, I devise brand and communications strategy which keeps our work on-brand, on-trend, on-strategy, and always audience-first. I do this by:• Supporting the agency in delivering breakthrough work that earns attention for all our clients• In partnership with the Strategy Vice President, championing the discipline across the agency and with Integrated Agency Teams• Advocating for “Audience-First” thinking by analyzing client briefs, questioning, and reformulating as needed• Unleashing creativity with inspiring briefs grounded in killer insights• Collaborating in the creative process and support the team’s ideation to maximize the impact and scale of the idea• Fostering harmony in the work by keeping focus on the brief across agency disciplines, practice groups and IAT partners• Bookending our work by collaborating with our Insights, Intelligence and measurement teams on primary research as well as ensuring KPIs are aligned with business goals• Leading a team on qualitative research to inform and inspire the strategic insights and resulting creative work • Collaborating with our digital team, to develop comprehensive connections plans to connect withaudiences where their attention is today
EDUCATION
University of New South Wales
Masters in Advertising & Public Relations
Lahore University of Management Sciences
Bachelor of Science (Honors)
University of Illinois at Urbana-Champaign
Specialization
SKILLS
ABOUT SOHAIB UMAR
I’m a Cannes-winning brand and communications strategist with 15+ years of experience shaping how brands show up, what they say, and connect with people meaningfully and measurably. My career spans agency and client-side roles across Canada, South Asia, and Australia, with a focus on brand strategy, campaign development, and integrated communications planning. I’ve helped multiple brands & organizations - from CPG to healthcare to public service to tech - cut through the noise with insight-led work that’s grounded in empathy and driven by results. Whether it’s defining a brand’s narrative, reframing a brief, or bringing the right creative idea to life, I lead with curiosity, clarity, and care. I believe strategy lives at the intersection of business, creativity, and real human understanding, and that great work begins with asking the right questions. So: who are we talking to, and what’s the story we want to tell them next? Core Skills: Brand & Communications Strategy – Positioning, narrative development, campaign planning across sectors and audiences Integrated Marketing Execution – End-to-end management of multi-channel campaigns (digital, broadcast, experiential, retail) Creative Briefing & Agency Collaboration – Leading strategy-informed creative development with internal and external teams Client Leadership & Stakeholder Management – Translating business goals into actionable strategies and cross-functional alignment Strategic Writing & Communication – Skilled in brief writing, storytelling, and bringing clarity to complex challenges
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