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Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here.<\/em><\/p>\nJustine Melman is CMO at Optimum Retailing, a retail management software company. She has held senior leadership roles at brands including BMO, Clearco, Postmedia, and Flybits.<\/p>\n
What\u2019s your favorite project you\u2019ve worked on?<\/strong> I\u2019ve had the chance to work on a few rebrands. I love the process that goes into doing this because we have to be very specific about the needs in the market we are trying to address and the differentiated way in which we can solve them\u2014and then wrapping that into new and exciting copy and design.<\/p>\nWhat\u2019s your favorite ad campaign?<\/strong> My favorite is the Wrigley\u2019s ad for Extra gum that celebrated the end of the pandemic. Watch the long-form version. There isn\u2019t anyone who can\u2019t relate!<\/p>\nWhat\u2019s one thing we wouldn\u2019t guess about your job from your LinkedIn profile? <\/strong>I\u2019m a single mom with four amazing kids (ages 22, 20, eight, and six) and finding work-life balance so I can be great in both roles is one of the most important things in my life. I am happy to say that most of the time I have really good balance!<\/p>\nWhat marketing trend are you most optimistic about? <\/strong>It\u2019s an incredibly exciting time to be in marketing right now given the evolution to evidence-based practices that drive marketing effectiveness. I highly encourage all marketers to dive into the work by Previously Unavailable\u2019s James Hurman, System1, WARC, MiniMBA founder Mark Ritson, System1\u2019s Andrew Tindall, IPA (Institute of Practitioners in Advertising), Byron Sharp, Les Binet, and all the others leading the charge for more effective marketing.<\/p>\nThere are also excellent programs to educate yourself in this advanced practice, such as the Master of Advertising Effectiveness with James Hurman and WARC, which provides a strong foundation in the key principles that are driving this evolution.<\/p>\n
What\u2019s one marketing-related podcast, social account, or series you\u2019d recommend? <\/strong>There are incredible podcasts that support education in marketing effectiveness from the leaders I mention above. One of my favorites is On Strategy Showcase<\/em> with Fergus O\u2019Carroll.<\/p>\n\n
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Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Each week, we spotlight Marketing Brew readers in our Coworking series. If you\u2019d like to be featured, introduce yourself here. Justine Melman is CMO at Optimum Retailing, a retail management software company. She has held senior leadership roles at brands including BMO, Clearco, Postmedia, and Flybits. What\u2019s your favorite project you\u2019ve worked on? I\u2019ve had […]<\/p>\n","protected":false},"author":1,"featured_media":22845,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22844","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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