Beyond the Primer: Building a Strategic Marketing Plan That Delivers

• The essential components of a strategic marketing plan
• How to complete each section of the plan with clarity and strategic intent
• How to link marketing strategies to business goals, KPIs, and financial outcomes
• How to leverage the plan to influence budget and resource allocation
• How to use the plan as a dynamic tool to guide priorities and adjust as needed

• A practical, customizable marketing plan template
• Hands-on exercises to apply the framework in real time
• A reference toolkit to support strategic planning beyond the session

• Marketing and brand managers
• Agency account managers and supervisors
• Marketing communications professionals
• Mid-level marketers responsible for planning and strategy

We reccomend enrolling and completing the Marketing Planning Primer: Developing Marketing Objectives, Strategies & Tactics training prior to this session. The content in this session builds on the theory, examples, and tactics discussed in the Marketing Planning Primer session. 

Joanne Pawlicki
Pawlicki Marketing & Communications

Joanne Pawlicki is a global marketing and branding expert with over 20 years of experience driving growth across four countries, eight industries, and 30+ brands—including Kellogg’s, Nestle, Cineplex, and the CN Tower. Her expertise spans brand, product marketing, communications, digital, and loyalty, developed through leadership roles in top-tier CPG, retail, entertainment, and food organizations.

One of Joanne’s core strengths is strategic planning. She has developed and executed marketing strategies from the ground up for over 10 organizations, balancing consumer insight, creativity, and commercial discipline to drive clarity and results. At Cineplex Entertainment, she introduced a structured brand-building approach that defined brand identities across core businesses, shaped go-to-market roadmaps, and unlocked new revenue streams through cross-functional alignment and enterprise-wide strategic partnerships. Whether for start-ups, Fortune 500s, or billion-dollar enterprises, Joanne consistently builds marketing plans that align business objectives with bold brand ambition.

Currently, Joanne is the Marketing Director at Osmow’s Shawarma and leads her consulting firm, Pawlicki Marketing & Communications, where she helps brands solve strategic challenges, transform perception, and accelerate growth. She also serves as the Finance Officer on the board of the Toronto chapter of NextUp, an organization dedicated to advancing women in business.

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