Hello, world! My name is Mehdi. This is a beta version of my digital resume showcasing an overview of my 7 years marketing experience in the media and advertising sector.
Years of experience and more.
9 products and 3 brands (directly)
Yearly advertising revenue generated.
Brands used my solutions
Global agencies used my products
Through this website you’ll get an idea about my profile* and how I helped multiple brands to shine and drive impact.
Let’s begin by saying that, I’m a marketing and product expert, with a master’s degree in Marketing and Sales. During my last 7 years of experience in the broadcasting, media and advertising industry. I worked on multiple amazing brands
*NOT ONLY 😅, this website will be also my personal blog.
As a dynamic Marketing Specialist at TFO, Ontario’s French-language public broadcaster, I took ownership of the annual marketing plan for TFO’s In-house Productions (Franco-Originals) and the ONFR brand, crafting and defending it internally with stakeholders. Within this collaborative framework, where I integrated launch tactics from various teams, I independently developed annual advertising and media buying strategies.
My responsibilities included creative brief development, production oversight, and strategic recommendations, consistently exceeding audience acquisition targets for both brands across all platforms.
In 2024, ONFR marked a major milestone: 10 years of amplifying the voice of Ontario’s Francophone communities through powerful journalism. The challenge was to celebrate this journey in a way that would emotionally resonate with our audience, showcase ONFR’s impact, and reinforce its identity as more than just a news source, a community pillar.
I proposed a cinematic, voice-over driven tribute video titled “10 ans d’émotions partagées”, translated to “10 years of shared emotions”. The concept was simple yet impactful: retrace ONFR’s journey through the lens of emotion, resilience, and connection. We wanted to position ONFR not just as a media outlet, but as a bridge between generations, a storyteller, a witness, and a force for community.
Leveraging ONFR’s digital ecosystem alongside traditional media and digital advertising to amplify reach and brand presence.
In Q4 2024, the “10 years” message was shared through editorial content on ONFR.org, a press release, and advertising placements across digital and media platforms to build brand awareness.
In Q1 2025, the second wave expanded the message to include ONFR’s key topics and new branding. A clear call-to-action was added, helping the campaign achieve 70% of its traffic goal.
While I was working on the ONFR brand, part of my responsibilities included taking ownership of TFO’s in-house productions, branded as Original TFO Production.
As a Marketing Specialist, I defended the identity and positioning of each production by ensuring consistent storytelling, brand safety, and strategic alignment across TFO’s educational and entertainment platforms: TFO‘s TV channel, TFO.org and idello.org.
I worked closely with internal production teams to understand the core of each show, translating that insight into compelling marketing strategies. From go-to-market planning and content launches to creative asset development and cross-channel promotion, I played a central role in amplifying the visibility and impact of TFO’s original content on both TV and streaming platforms.
– Kids 2 to 8 –
TFO original productions for the 2024–2025 season were Aquazette and Effet Domino. Each series targets a different audience: Aquazette is a MiniTFO mini-series for children aged 2 to 8, while Effet Domino is a FlipTFO documentary-style mini-series for youth aged 9 to 12.
– Youth 9 to 12 –
It was an amazing journey working on such inspiring content, promoting these young heroes’ voices through a strategic go-to-market campaign. I led the development of the marketing plan in collaboration with the Communications & PR department, the production team for an in-depth understanding of the show, and the creative team for the delivery of all promotional assets.
From Day 1, I immersed myself in the heroes’ stories and the director’s vision, believing that every strong marketing idea starts with truly understanding the perspective of all stakeholders.
That led me to advocate for creating not just one teaser for the show, but 13 personalized for each “Hero” who participated in the series. Smart move! It gave us more creative content for a single campaign. 🙂
OOH placements for Effet Domino and Aquazette inside TTC subways & buses. Toronto-Ottawa.
My biggest contribution was developing an innovative paid media strategy and creative assets to promote Effet Domino.
The goal was to reach our youth target audience or the key influencers and decision-makers around them, such as parents and school educators. With a budget split of 30% for building awareness around the show and 70% for generating traffic to the streaming platform TFO.org.
I proposed leveraging a mix of traditional and digital media. From out-of-home and TV to DOOH, social media, influencer marketing, programmatic, and display. I also supervised the creation of over 150 creatives, collaborating closely with internal and external stakeholders.
Messaging was adapted into multiple versions of video and static creatives, which greatly helped optimize ad spend throughout the campaign.
Acted as brand guardian across all TFO platforms. Ensured brand consistency and AODA compliance across TV, TFO.org, social media, newsletters, and campaign materials. Reviewed creative assets and messaging to align with TFO’s brand identity.
Collaborated with in-house production teams to deeply understand new programs. Acted as the product and brand lead, aligning marketing, content, and digital strategies for successful launches on TV and streaming.
Facilitated collaboration across marketing, communications, digital, product, and programming teams using agile and Scrum-inspired workflows. Ensured alignment from planning to campaign execution.
Led media planning and buying for annual and seasonal campaigns. Coordinated with internal teams and external agencies to reach performance and goals.
Managed metadata and visual assets for streaming content. Ensured accurate titles, descriptions, hero images, and categorization for new program launches on TFO.org.
(I’ll be sharing more about this section)
One of the best project I worked on back in Morocco was this 360° sponsorship operation, that leaded to the creation of this amazing Musical Show. P&G was one of the advertisers that trusted our advertising solutions. Through their brand Herbal Essences, their secured a place in of the most followed programs by Moroccans.
Keynote presented to the Global Media Director of P&G, local teams (P&G Morocco), the media agency and the creative agency. Showcasing different aspects from a market analysis to our media support and audiences to creative advertising solution and partnership operations we worked on.
Skilled in developing marketing strategies to promote products, brands and broadcasting content—whether informative, educational, or entertaining, across TV, radio, digital platforms (streaming and OTT), and outdoor advertising.
Leveraging tools and platforms for competitive analysis, media planning, project management, and programmatic advertising to deliver results-driven campaigns.
ONFR & TFO Fronco Originale.
Toronto, Ontario, Canada.
Media sales house – TV, Radio, Digital and Print.
Casablanca, Morocco.
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