Direct Marketing Principles for Modern Marketers

• Marketing coordinators, specialists and early-career marketers
• Email, CRM and customer marketing professionals
• Digital marketing, web and social media professionals
• Direct marketing and communications professionals
• Agency professionals working in account management, strategy or media

• Apply core direct marketing principles across today's digital channels
• Use first-party data to inform audience selection, segmentation and personalization
• Apply email and direct mail fundamentals to digital, web and retargeting strategies
• Develop relevant offers, messaging and calls to action across channels

• A practical framework for applying direct marketing fundamentals across digital channels
• A stronger understanding of how first-party data can improve targeting and personalization
• Practical ways to connect email and direct mail principles with web and retargeting tactics
• A more integrated approach to creating and measuring relevant customer journeys

J. Scott Jeffries, MBA, CM

Marketing Strategist | Direct Marketing, Programmatic Advertising, & Business Development

J. Scott Jeffries is a marketing strategist with more than a decade of experience spanning direct marketing, audience strategy, fundraising, media and programmatic advertising. He brings a practical, performance-focused perspective to marketing, with a particular interest in making complex topics accessible and useful for working marketers.

Most recently, Scott spent more than four years at StackAdapt, Canada's fastest-growing marketing technology platform and a leading programmatic advertising platform (DSP), in business development and senior account executive roles. He helped advertisers navigate programmatic media, audience targeting, data, measurement and emerging digital advertising capabilities, giving him a current, hands-on perspective on how programmatic fits into the broader marketing mix.

Before StackAdapt, Scott spent more than nine years at Stephen Thomas Ltd., Canada's leading marketing and fundraising agency for nonprofits, progressing to Director of Media & Data Services. His work spanned media planning, data analytics, audience development and direct-mail list brokerage, giving him a strong foundation in direct response and measurable marketing.

Scott has also contributed to marketing education and professional development as a guest lecturer at Humber College and through the AFP Toronto Speaker Discovery Series and Digital Leap conference. He has presented on direct response marketing through conferences and webinars and enjoys turning technical marketing subjects into practical lessons.

Scott holds an MBA with a focus on Technology & Innovation from Toronto Metropolitan University, as well as the CM designation.

Areas of Expertise

1. Programmatic Advertising Strategy and Fundamentals
2. Direct Marketing and Direct Response Strategy
3. Audience Strategy, Targeting and Data
4. Data Brokerage and Audience Development
5. Media Planning and Digital Advertising
6. Marketing Measurement and Performance
7. Marketing Technology and Emerging Trends
8. Marketing Education and Professional Development
9. Fundraising and Marketing for Nonprofits

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague