Hi. I’m Parker Mason.
I'm a Senior Digital Strategist and Planner who has been involved in social media and online marketing for over a decade. I've worked with clients around the world to plan, execute and measure large campaigns and major site builds.
I believe that the road to great insights is paved with hard data. Digging in to understand what really drives conversations, communities and daily rituals is something I get excited over.
I’m fascinated by the rate at which technology has been changing and our culture with it. The next few years are going to move fast, and I want to move faster.
When I'm not working, I obsess about surfing, Brazilian jiu-jitsu and science-fiction (order dependent on my mood and the swell forecast).
Sometimes I also write and manage a blog about advertising, technology and social media called BlogCampaigning (more here), and you can find me on LinkedIn, Twitter and Instagram. If you want to contact me, head over to this page.
I’ve travelled the world and had a few different jobs throughout my life.
I'm currently splitting my time between Vancouver and Toronto.
From October 2015 until May 2016, I was the Senior Business Director on the Volkswagen account at DDB Sydney. Prior to that, I was at DDB New Zealand where I was Head of Social and Lead Digital Strategist and I led a team of social analysts and community mangers to develop research-based insights that for clients and colleagues.
I worked on a number of different brands in New Zealand, including McDonald’s, Westpac and the Antarctic Heritage Trust, and was excited to have been part of the team that won the Grand Prix in the Integrated Category at the Axis Awards for the Steinlager Pure Deep Dive campaign.
From September 2013 until August 2014 I was the Global Program Lead for DDB, working primarily on rolling out the award-winning "Our Food.Your Questions" campaign for McDonald’s in markets around the world. It was role where I wore quite a few hats, depending on the day: I helped regional teams plan their local communications campaigns; I worked with overseas developers to build, optimise and roll-out major websites in markets around the world; and I also worked closely with development teams in Europe and Canada.
Prior to that, I was a Social Media Planner at Tribal DDB. It was in this role that I fine-tuned my ability to develop insights based on conversation in social media and digital behaviour, and used these insights to support the creative executions of a number of advertising campaigns for both Tribal and DDB Canada clients.
It was my job as Manager, Community Cultivation for RADAR, the social media division of DDB Canada, that got me my start at DDB and into the world of advertising. My days were divided between managing Facebook and Twitter communities for Johnnie Walker, Crown Royal, Greenworks (cleaning products), and Tourism New Brunswick.
In 2004, I graduated from McGill University with a Bachelor of Arts (Cultural Studies). While in school there, I helped found the McGill Men’s Lacrosse team, wrote for the McGill Daily newspaper, contributed to the Red Herring humour paper and spent a summer interning at the DKD Group of labels. I followed that up with a year living just outside of Tokyo, Japan teaching English while studying Japanese. From there, I moved to Australia where I earned a Master of Arts and Media from Griffith University.
Please feel free to contact me if you want to hear more about any of this, or want references.