Every Underdog Needs A Playbook

Project Underdog is a social media Marketing Consulting Firm based in the Greater Toronto Area, founded by Justin MacPhee.

Obsessed with strategy in sports, Justin noticed a common truth: the underdog wins by sticking to their gameplan — by leaning into their strengths and making calculated, tactical adjustments. They don’t win by copying the competition or making reckless changes.

That insight became the foundation of Project Underdog.

Because for a lot of businesses, being the underdog is real — and we’re here to give you the playbook.

With proven digital and social strategies, we help get more feet through your door — so you can stay focused on doing what you do best.

Illustration of a bulldog with a muscular build and a serious expression.
A young man with short, reddish-brown hair smiling at the camera, wearing a plaid shirt over a navy T-shirt, against a plain gray background.

Justin MacPhee

Founder & Digital Strategy Lead

With a background in managing over $500K in paid ad spend across platforms like Instagram, Facebook, TikTok, LinkedIn, and Pinterest. Justin brings performance-driven strategies to the table. His expertise spans social media content, paid advertising, campaign strategy, and SEO/SEM — all rooted in one core belief: underdogs win with a smart gameplan and by playing to their strengths.

He’s worked with national brands like Timberland, Milwaukee Tool, Maple Lodge Farms, Zabiha Halal, and Thomas Bread. Now, he uses that experience to help small businesses stand out, grow online, and get more feet through the door — without breaking the bank.

To learn more about his professional career, see his resume below.

Resume/CV

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