Cassandra Witte (Kapp) Email & Phone Number

Menlo Park, Ca, Us

Lead consumer and market research for Meta Quest VR content (gaming, fitness/wellness, entertainment, education, etc.)Guided successful GTM strategy for Asgard’s Wrath 2 launch. Optimized marketing strategy and creative direction to better resonate with consumers, which directly contributed to AW2 beating redemption rate goals. Broadened more tactical research asks to create title launch playbooks and title journey work that can inform all future VR title launches.Played a pivotal role in the product and marketing strategy development for Meta Quest+ subscription program by highlighting risks early and influencing leadership to delay marketing until minimum product expectations were met. Guided 2024 strategies for Content, Store and Lifecycle Marketing and transformed stakeholder thinking from product-first to consumer-first. Spearheaded initiatives to learn from gaming competitors and to address Quest users’ needs throughout their journey. Facilitated workshops which broke down silos by bringing teams together to discuss how to optimize our strategy to increase acquisition and engagement. Fosters inclusivity: Spearheaded grassroots initiative to make Meta a more inclusive workplace for new mothers by proactively identifying a gap and building a well-researched case, resulting in influencing the Meta Benefits team to begin paying for moms to ship breast milk back home during business travel.

Menlo Park, Ca, Us

Led consumer and market research for Meta’s Augmented Reality products to help shape marketing and strategy.Facilitated decision to fundamentally shift the audience targets for Ray-Ban Stories smart glasses. Used research to influence marketing to shift to audiences we can more easily understand and reach. Marketing leveraged these audiences for creative development, creator partnerships, and media purchasing for July 2023 smart glasses launch, which enabled more relevant ads and more efficient media spend.Recommend the most dynamic way to communicate Meta and Ray-Ban together, which enabled the team to shift to a more balanced approach to communicating RBS, and ultimately led to a product name change (from Ray-Ban Stories to Ray-Ban Meta) which increased Meta's brand attribution and perceptions in the category.Influenced how marketing partners think about messaging, leading to the team reevaluating a “one-size fits all” approach and creating more tailored messaging to different audiences to increase relevance.Advocated for critical changes to the Holiday Ray-Ban Stories campaign that helped generate stat sig lifts in purchase funnel metrics and attribute perception ratings.

Minneapolis, Mn, Us

• Lead market and consumer research for Target’s $20B grocery business and serve as a strategic partner for grocery leadership to ensure that Target guests’ needs are driving key grocery decisions.• Developed unique points-of-view on COVID-19’s implications for Target’s grocery business based on guest research. Facilitated conversations with senior leaders, which resulted in an updated 2022 Target grocery strategy to better serve consumers today.• Uncovered a significant need to increase guest awareness of Target’s grocery assortment. Developed an internal campaign to stress the importance of these findings. As a result of the work, marketing leadership shifted Target grocery’s strategy to focus on building awareness of grocery staples in 2021.• Developed a framework rooted in guest research to communicate the importance of different grocery categories for different consumer segments. As a result, grocery buyers tailored their 2021 assortments to the local demographics of each store.• Created a process for scoping and developing business and project plans. Onboarded the consumer Insights team, which has since helped my peers proactively plan their work and discuss projects with stakeholders.

Minneapolis, Mn, Us

• Led in-depth exploratory studies on Gen Zs via multiple design thinking initiatives. Influenced partners to create a new Target strategy for this guest in an effort to increase relevancy with Gen Z and ensure growth into the future. • Played an influential role as Insights lead in the successful launch of Target Circle - Target’s app-first loyalty program which now has 100M members. Under my leadership, research guided Target Circle’s value proposition, positioning, messaging and app design.

Minneapolis, Mn, Us

• Served as a critical Insights lead and thought partner for two of Target’s beta loyalty apps. Influenced partners to revise the programs’ strategies and create consumer-first app updates, which led to increased program downloads and higher reviews in test markets.• Led a yearlong research initiative analyzing Target shoppers to build a consumer mindset calendar detailing what Target guests are thinking, doing and buying each week to inform messaging and promotions. Spearheaded an initiative to drive all Target team members’ adoption of the insights, resulting in an updated company marketing strategy and rearranged store layouts based on relevant consumer needs. • Designed and spearheaded research to gauge consumer interest on four new apparel brands, resulting in leadership choosing brand names and logos that resonated with guests.• Led a variety of additional workstreams, inclusive of: brand and packaging research for new private label brands and in-depth ethnographic studies focused on new moms

Minneapolis, Mn, Us

• Effectively leveraged advanced consumer analytics to identify trends and derive insights for $20B grocery business. • Provided recommendations rooted in consumer behavior and market research for more than 30 merchants and 20 cross-functional partners, leading to $50M+ in incremental grocery sales. • Led the development of predictive modeling within MMBI through a methodology that identifies guests likely to disengage, resulting in $5M+ in incremental sales and increased guest loyalty.• Collaborated with Nielsen and General Mills to identify market and guest trends and proposed recommendations to executives, leading to development of a new program producing $35M+.

Minneapolis, Mn, Us

• Analyzed market and sales trends to create in-depth inventory forecasts and executed inventory buys to support $200M in annual sales for jewelry business. • Managed $75M in average inventory though international supply chain and distributed inventory based on guest behavior to Target’s 1,800 stores.

St. Louis, Mo, Us

- Synthesized extensive media reports and social media updates to recommend communication action plan for national client faced with a baby formula recall crisis- Conducted research and media analysis for international clients to create press releases that were syndicated by 100+ news outlets, resulting in enhanced brand awareness

Atlanta, Ga, Us

- Developed a digital media crisis management plan utilizing social media networks and presented recommendations to and gained buy-in from the SVP of Public Affairs and Communication, resulting in process implementation for future crisis management- Led brand management analysis to drive business growth through collaboration with the Directors of Global Brand Management for Coca-Cola, Diet Coke, Coke Zero, Sprite and Fanta

New York, Ny, Us

- Conducted and led external interviews which resulted in four published articles on the company’s website, including one that was syndicated by MSN- Analyzed market trends to maintain fashion and beauty webpage that drove website traffic and magazine subscription conversion

Evanston, Illinois, Us

- Work study opportunity through junior and senior year at Northwestern - Upheld Kellogg School's prestigious brand by fact-checking and copy-editing Kellogg publications and website

- Reporter for website targeting young professional Chicago women - Wrote articles about high-style living on a low budget

- Summarized district newspaper articles and addressed constituent concerns- Researched constituent issues to brief congressman before meetings

Journalism, Psychology, Integrated Marketing Communications

Sociology, Psychology