Cassandra Murphy Email & Phone Number

Minneapolis, Mn, Us

Minneapolis, Mn, Us

Minneapolis, Mn, Us

Responsible for developing and implementing the communication strategy for Delta Dental as well as supporting business growth. Including:*. Leading continuous improvement and innovative product solutions*. Driving stakeholder engagement and brand awareness*. Developing Diversity, Equity & Inclusion messaging and marketing compliance policies.

Minneapolis, Mn, Us

Burlington, Massachusetts, Us

Developed and launched Keurig’s commercial brand and value proposition. Led the development of Keurig’s product and digital road map including the launch of Keurig’s first commercial web-site and lead generation digital marketing plan, resulting in an increase in demand and commercial awareness and new customer acquisition. Collaboratively built partnerships with independent and national account channels resulting in marketing and retail programs with a track record of strong growth and engagement.

Männedorf, Ch

Developed and implemented strategic global marketing initiatives to drive growth for the Swarovski Lighting business and market share. Designed and implemented best in class marketing strategies, programs, and metrics targeted at growth. Met or exceeded lighting business goals and objectives through innovative marketing and sales programs. Developed and managed a diversified and multi branded global product portfolio, implementing global marketing strategies and creating brand awareness and desirability for Swarovski Lighting.

London, Gb

Designed and implemented a new business development plan with major chemical companies focused on chemical and agricultural product alignment in the marketplace resulting in an increase of 15% in sales for this segment. Developed a strategic 3 year marketing road map outlining potential areas of growth in the domestic and international agricultural market resulting in a refined product development and sales plan with a focus on business growth opportunities across various business platforms. Established and launched a new international brand with complimentary sales and marketing communication growth tools resulting in stronger engagement amongst the distribution channel and an overall increase in sales across various key segments of 10%.

Medina, Minnesota, Us

POLARIS INDUSTRIES, Medina, MN 1999 - 2012 Led the marketing department of various business units within Polaris over the course of 12+ years. Oversaw the development of marketing staff and multiple outside vendors. Developed and delivered marketing plans to drive growth within the powersports industry.Senior Marketing Manager, Snowmobile Division (2009 – 2012)Leads the Snowmobile Marketing division, overseeing marketing staff and multiple advertising agencies and vendors to develop and deliver targeted plans resulting in increased sales and brand awareness. Serves as key liaison between sales, product marketing and snowmobile engineers to ensure successful product launches resulting in increased market share. Develops targeted short term and long term strategies proven to meet or exceed business goals. • Managed a $6.9 million budget at a 3% spend reduction while increasing advertising impressions by 130%. • Created a targeted advertising campaign for the dealer channel resulting in a 15% increase in dealer participation and an average of 5 points of market share growth across several regions.• Increased early season snowmobile sales by 58% year over year in a down economy by revitalizing program.• Established a corporate and dealer run demo program resulting in a 15% close rate and an increase in consumer Net Promoter Score of 9%.• Designed a social media consumer connectivity campaign resulting in a record number of visitors and an increase in consumer engagement of 212%.

Medina, Minnesota, Us

Marketing Manager, Snowmobile and Pure Polaris (2006 – 2009) Managed the Snowmobile and Pure Polaris marketing divisions. Oversaw staff and multiple vendors to develop marketing strategies for the 2nd and 4th largest business units at Polaris. Served on several senior management cross-functional teams including brand development, dealer development, new business development, diversity training and operational excellence.• Led the development of the brand architecture for Polaris snowmobiles resulting in market share growth and stronger consumer Net Promoter Scores.• Initiated a weather-triggered snowmobile campaign resulting in an increase of 4% in sales in a flat market and a 10% decrease in advertising spend.• Revitalized dealer selling tools to increase brand representation and product knowledge at retail.• Managed multiple $8 million+ marketing and advertising budgets at or below plan while increasing sales for three consecutive years.

Medina, Minnesota, Us

Marketing Manager – Retail Development & Pure Polaris (2004 – 2006) Successfully developed and implemented retail strategies for an independent dealer distribution channel that increased market share and brand awareness resulting in an incremental sales lift of 25% for aftermarket accessories and 6% for ATV unit sales.• Created new business start up programs that successfully increased dealer loyalty & retail sales growth in year one.• Developed retail minimum standards and regionalized merchandising programs to strengthen brand equity and consistency across multiple dealer channels.• Administered a $4.5 million capital assistance retail program resulting in an average of 33% increase in incremental unit growth.• Developed dealer training programs resulting in an average growth rate of 13% and increased dealer participation.

Medina, Minnesota, Us

Marketing Manager – Pure Polaris (1999 – 2004)Led the launch, brand naming, product development, and implementation of a new aftermarket division across all business units and the independent sales force and dealer channel. First year resulted in a 16% increase in sales growth with a 1% increase in margins. Grew the overall business from $158 million to $274 million with a 12% average margin increase over five years.• Developed and implemented long-range product, sales and marketing strategies proven to grow revenue and strengthen brand awareness. • Initiated consumer connectivity direct-mail campaigns, strengthening the consumer and dealer relationship, resulting in an average of 3% in return response and 5% overall product sales increase.• Managed $5.5 million+ sales and marketing P&L below plan while continuously exceeding revenue goals.• Led launch and development of a new e-commerce site resulting in a $1.9 million revenue increase in year one.

Developed the marketing communication tools and retail tools to drive market share growth and awareness.

Developed and managed marketing communications for Rollerblade, a $250 million original in-line skate manufacturer.Administered advertising campaigns and launch strategies resulting in increased brand recognition and share.Designed and implemented customized merchandising programs for 1,000 specialty and big-box stores.Established in-store promotions, leading to increased consumer traffic with a 7% return rate.Led the launch and development of in-line skate concept stores across the country.Developed marketing collateral including catalogs, educational sales tools, and brand and sport awareness campaigns

• Launch and development of advertising campaigns linked to increased brand share and brand recognition.• Developed and implemented new merchandising program for 1,000 specialty and big-box stores leading to increased sales and market share.• Developed and implemented effective in-store spring promotions, leading to increased store traffic with a 7% return rate.• Developed marketing collateral, including catalogs, educational selling tools, and brand and sport awareness campaigns to increase participation and sales.• Assisted with launch and development of Rollerblade concept stores across the country to build brand awareness and in-line skate participation.

Mba, Business Administration And Management, General

Bachelor'S Degree, Marketing/Marketing Management, General

Bachelor'S Degree, Marketing

Master Of Business Administration - Mba

Master Of Business Administration - Mba, Business, Management, Marketing, And Related Support Services