Media strategy.Campaign execution.Creative craft.

I'm Joseph Macina, a Toronto-based media strategist with five years of agency experience spanning integrated campaign planning, cross-functional delivery, and hands-on video, design, and motion work.

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Resume breakdown

Five years of growth, ownership, and delivery.

Experience spanning campaign coordination, integrated planning, and senior-level account stewardship.

2023–2025

Initiative

Senior Media Planner

Managed CAD $3–6M in annual media investment across 4–6 concurrent accounts.
Owned budgets, workbacks, approvals, QA, reporting, optimization, billing, and reconciliation.
Coordinated clients, activation, analytics, creative partners, finance, vendors, and junior team members.
Utilized project management tools including Asana and ClickUp to manage timelines, assets, approvals, and stakeholder follow-through.

2021–2023

Initiative

Junior Media Planner

Supported planning across paid social, programmatic, video, out-of-home, and traditional media.
Prepared MPAs, insertion orders, trafficking documents, pacing reports, and client-ready reporting.
Worked across Comscore, Vividata, Google Analytics, Domo, DV360, Prisma, Excel, and PowerPoint.
Advanced from Intern to Senior Media Planner through three promotions over five years.

Selected client experience

Trusted across complex, collaborative accounts.

Client work is summarized at a high level. Proprietary creative, budget detail, and confidential performance results are not shown.

Travel Alberta

Integrated media planning, regional audience strategy, budget stewardship, partner coordination, and campaign reporting.

Indigenous Tourism Alberta

Audience research, channel recommendations, cross-functional delivery, stakeholder approvals, and live optimization.

Tourism Jasper

Strategic recommendations, campaign stewardship, partner coordination, reporting, and in-market adjustments.

WestJet

Planning support, team coordination, trafficking documentation, pacing, and cross-functional campaign delivery.

Across tourism, retail, energy, wellness & sport

Additional clients

Skills & tools

A toolkit built for strategy and execution.

The practical capabilities I use to move from audience insight and planning through launch, optimization, and creative production.

Strategy & planning

Integrated media strategy
Audience segmentation
Channel planning
Brief development
Client recommendations
Competitive research

Campaign operations

Budget stewardship
MPAs & IOs
Trafficking & QA
Pacing & optimization
Billing & reconciliation
Vendor coordination

Research & platforms

Comscore
Vividata
Google Analytics
Domo
DV360
Prisma
Meta planning & QA

Creative & workflow

Premiere Pro
Photoshop
After Effects
Asana — 5 years
ClickUp
Excel & PowerPoint

Contact

I pair campaign strategy and activation expertise with a creative instinct for turning bold ideas into clear, compelling work.

macinajoey@gmail.com LinkedIn