Taso Mascalidis - Toronto, Ontario

Taso Mascalidis
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About Taso Mascalidis

Taso Mascalidis is currently living in Toronto, Ontario, working as an Account Director and is interested in Advertising & Media, Marketing, Telecommunications.
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Job Title

Account Director


Toronto, Ontario

Categories of Interest

Advertising & Media, Marketing, Telecommunications

My Interests

I am looking for opportunities that would allow me to use my experience and knowledge building integrated communication / marketing plans with an organization that has an entrepeneurial spirit, has respect for the consumer and places importance on the environment.

Join Date

Taso Mascalidis has joined on Jun 17, 2009

Company Size



79 Kingsmount Park Road, Toronto, ON M4L 3L3 Home: 416.686.2373 Cell:

An astute and passionate marketing practitioner, with experience developing
integrated communications for both Corporate and Retail accounts, reaching
Consumer and B2B markets. Energetic, motivated and results-oriented, with
the ability to conceptualize, absorb and articulate information
effectively. Key competencies include:

> Brand Management: Extensive experience building and implementing
progressive, sustainable brand guidelines, strategies, architectures and
plans for both new and established products

> Communications/Advertising: Industry-recognized success developing
breakthrough, consumer-centric, multi-platform campaigns that deliver

> Strategic Planning: Demonstrated ability to gather, analyze and assess
market data / consumer trends to implement communication plans that
deliver immediate and long-term results for Corporate and Retail clients

> Project Management: Demonstrated ability to work in a fast-paced, team-
oriented environment while managing multiple assignments with tight
timelines. Ability to work with diverse stakeholders to produce
integrated campaigns
> Business Development: Proven success in the development and presentation
of proposals that have resulted in the acquisition of incremental
business and increased revenue


Account Director, July 2008 - December 2008
BBDO - Mitsubishi Motors
. Led cross-functional team in the development and presentation of an
Annual Communication Plan
. Developed brand architecture aligning Mitsubishi Canada with a new Global
. Reviewed market conditions and presented monthly advertising programs to
Regional Dealer Associations
. Worked with multiple stakeholders to develop a comprehensive Customer
Relationship program
. Implemented a Social Media program that increased awareness and trial
among brand "considerers"
. Determined staffing and resource allocations required to ensure client
satisfaction while maximizing profitability
. Reviewed existing / proposed sponsorship opportunities to determine those
that best aligned with brand positioning and maximized ROI
. Effectively delegated assignments to promote growth among Account Team
Members (5)

Strategic Planner, May 2008 - July 2008 (Contract)
GWP Brand Engineering - Minto, Youth In Motion, ING Direct
. Completed Consumer and Competitive Audits for Minto, based on the Macro
cultural, social and economic trends affecting their separate business
. Conducted stakeholder interviews and research that lead to the
development of a brand architecture for Youth In Motion, the non-profit
organization responsible for "The Top 20 Under 20" program amongst others
. Assisted in developing the positioning for ING Direct's launch of its Tax
Free Savings Account

Account Director, June 2005 - April 2007
Bensimon Byrne - Hyundai Canada
. Strategically deployed and provided reporting for a $50 million annual
. Developed integrated, multi-platform campaigns for seven models,
including three entirely new product launches
. Provided effective brand stewardship and developed annual brand plans /
positioning statements for all models
. Implemented Dealer Advertising Associations that consolidated Retail
marketing efforts, improving efficiency
. Oversaw development of Retail POP materials and Vehicle brochures to
ensure integration with overall brand positioning
. Established Brand Guidelines that became standard for all Consumer and
Corporate Communications
. Worked with media partners to develop sponsorships and other activities
that promoted brand positioning
. Ensured the growth and development of direct reports (4) through active
participation and delegation of assignments

. Substantially improved Tracking Study scores for Awareness, Opinion,
Familiarity and Consideration
. Increased Sales Volume by 24% and Market Share by 1.1% points

Account Director, August 2001 - May 2005
Saatchi & Saatchi - Toyota Canada
. Provided effective management and reporting for a $35-40 million annual
. Completed and presented Yearly Marketing and Communication Plans to
Toyota's Senior Management
. Coordinated new product launch committees for introduction of the Toyota
Matrix and Echo
. Lead the long-term planning, brand positioning, strategic development and
creative briefing process
. Established Brand Guidelines that became standard for all Consumer and
Corporate Communications
. Developed integrated campaigns, including traditional advertising,
online, events & direct marketing
. Ensured seamless execution through strong management and development of
direct reports (5)

. Multiple CASSIE Awards- 2003 & 2005
. Multiple Media Innovation Awards- 2003 & 2004
. "Best New Spot" Award- Advertising Age - July 2002 - Matrix "Road
. Marketer of the Year- Marketing Magazine - Finalist
. Helped Toyota capture and retain the position of best-selling cars in
Canada 2001 - 2004
. Increased Saatchi's share of Toyota spending by 27%

Account Director, January 2001 - August 2001
MacLaren McCann - General Motors National Retail Programs
. Developed and executed quarterly Retail Marketing programs for General
. Produced Retail POP and support materials to extend message to dealer
. Managed and deployed an annual $25 million budget- traditional
advertising, online, DM & POP materials
. Mentored and developed account management skills of direct reports (3)

Account Supervisor, October 1999 - January 2001
MacLaren McCann - Cadillac/Buick/GMC
. Presented creative briefs and brand plans for the Cadillac, Buick &
GMC accounts to Senior GM Management
. Budget management for Cadillac, Buick, GMC franchise
. Execution of integrated campaigns, including traditional advertising,
online, events & direct marketing
. Supervision of an account executive & an account coordinator / student
. Developed client management skills through daily contact with Senior
Brand managers

. Awarded "Best Newspaper campaign" by GM Americas Division for National
Cadillac campaign
. Increased Cadillac sales by 36%

Account Supervisor, May 1999 - October 1999
Saatchi & Saatchi - Toyota National Brand

Account Executive, April 1997 - April 1999
Saatchi & Saatchi - Toyota National Brand

Marketing Research Analyst February 1995 - April 1997
MacLaren McCann - General Motors
. Created geo-targeted, individual business plans / reviews for GM Dealers
across the country
. Provided analysis and strategic insights formed from research gathered
from AC Nielsen and GM databases
. Instituted Monthly Share of Market / Share of Voice reports for all GM
Zones and Divisions
. Developed and presented segment reviews to Account Teams and GM Senior


Bachelor of Business Management,
Honors degree with Marketing major
Ryerson Polytechnical Institute


Quick Profile Summary

Taso Mascalidis
Name: Taso Mascalidis
Location: Toronto,Ontario,Canada
Job Title: Account Director

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