Paula Cassin Email & Phone Number

Los Alamitos, Ca, Us

Los Alamitos, Ca, Us

- Developed and currently executing the 2023-2024 Marketing Strategy and OKRs, aligning with company OKRs and growth targets. Mapped out 30, 60 and 90 Day Goals and top 6 objectives and key results, broken down into actionable projects. - Project managed comprehensive re-architecture of Class Chat's website, to increase and streamline inbound lead generation and support Sales, leveraging Framer and Notion for content management and HubSpot for forms and filtering.- Created and organized compelling content for new website, translating complex features into clear value propositions for students, teachers, principals, and administrators.- Coordinated a 6-member cross-functional team, aligning goals to deliver a user-centric website and minimize developer and product design time required.- Established a messaging and FAQ library for Class Chat ready, for use in email, website, decks, and collateral, giving sales the ability to search by feature, benefit, persona or industry.

Marketing Research and Analysis to map Class Chat to buyer priorities and chronic absenteeism initiatives. - Total addressable market, district buyer roles, - Mapped out core messaging including feature, benefits, broken out by buyer and user personas.- Analyzed chronic absenteeism rates for high schools and high school districts in California.- Led website rebuilt project to create a compelling website that resonates with prospects and optimizes inbound requests.

Goleta, California, Us

Promotion. Reported to the newly established Chief Strategy, Engagement and Marketing Officer (SEM). Event marketing became a separate function, took lead for marketing team sychronization across 3 reporting lines. Managed inter-departmental weekly, bi-weekly communications and digital marketing budget.-Collaborated to build content strategy and calendar for an acquisition announcement, driving 1.5K sign-ups and 2K+ webinar registrants in four weeks after media release.- Developed targeted product messaging and sales enablement collateral for new audience segments, resulting in a ~30% increase in sales demo bookings for the 2023-24 school year.- Collaborated with Sales to address a bottom-of-funnel conversion blocker to develop positioning, landing page and whitepaper, adding ~$70K ARR during Q4 2023.- Generated 40% YoY increase in MQLs in August, through an integrated marketing campaign promoting a new partnership.- Established upsell/cross-sell strategy and process for national user conference in Oct., resulting in sales inquiries from 48% of districts in attendance.- Sourced, created and shared Marketing's "News You Can Use" internal weekly update, rated 10/10 by Sales and Customer Success teams.- Synchronized weekly/monthly internal reporting while collaborating with the team to monitor projects, KPIs, and metrics, facilitating informed decision-making by leadership.

Goleta, California, Us

Promotion. Reported to newly-established CMO from Nov. 2021 on. Managed team of 2-4, varied as we expanded. Responsibilities included: multi-channel campaigns, establishing processes/strategy, inbound marketing, content marketing, email marketing, event marketing, sales enablement, product marketing, analytics.- Led team to grow MQLs by ~450% over 2 years, through expanded email/content marketing, field marketing, and multi-channel campaign projects.- Developed creative concepts and pillar content to engage target audiences, including the highest-performing content download, associated with $1.6 million ARR in 2022-23.- Worked with CMO and events coordinator to established our K-12 tradeshow/events marketing strategy post-pandemic, resulting in $10.5 million LTV after CAC for the Sept 2022-Aug 23 sales year, after scaling to 100+ events per year.- Supported team to expand funnel metrics, custom objects, marketing automations and reporting in HubSpot (CRM), leading to a 25% reduction in time spent on reporting and analysis.- Delivered upsell/cross-sell campaigns in collaboration with Customer Success, leading to $2 million upsell Annual Recurring Revenue in 2022.- Improved website prospect activations and optimized sales handover processes, reducing false positives by 50%, showing 5.6 million ARR as of 01/24.- Drove a successful product launch, developing positioning and content, generating lead volumes exceeding sales capacity and achieving initial $3M ARR 2023 goal.- Led team responsible for email communications, A/B testing and automation. Consistently surpassed open and click through industry benchmarks.- Responsible for paid advertising experimentation and campaigns. Achieved CPL costs 47% lower than industry benchmarks, generated Lifetime Value (LTV) 4x spend in 2023.- Worked with CMO to develop our messaging and positioning framework for 3 key buyer personas. Delivered website refresh and marketing collateral updates in 2 months.

Goleta, California, Us

Hired to build out the ParentSquare marketing function, (reporting to the founder), and to manage the existing marketing team (writer, graphic designer, and sales/marketing coordinator).- Streamlined information sharing by re-organizing pre-sales marketing materials into a single, searchable directory, saving ~20 mins per week per salesperson.- Developed and hosted monthly customer and prospect webinars from 2020-23. Attracted ~200-1500 registrants. Leveraged for pre-sale and post-sale content and video.- Introduced marketing content calendar and project management to help team collaborate on new content and manage capacity, resulting in a ~20% efficiency boost.- Initiated a comprehensive reorganization of product messaging in collateral, presentations and website, enhancing competitive positioning and leading to a 100% sales uptake.- Created and delivered compelling content (flyers, email, social, blog, case studies) to district partners in targeted states, increasing lead generation by ~40% in 9 months.

Boulder, Co, Us

AgileSherpas is the world’s leading Agile marketing consulting, training, and coaching firm. We take marketing organizations, teams, and professionals from high stress to high performance by translating successful Agile practices to work inside the marketing profession. I'm part of a team of highly-trained specialists who guide marketing organizations from zero to Agile in less than 18 months using the Marketing Agility Ascension©, our proprietary transformation model proven with over two thousand marketers at dozens of global enterprises.This journey blends AgileSherpas’ full capabilities with world-class certifications from the International Consortium for Agile (ICAgile).

Rotterdam, Zh, Nl

Key member of elite international team hired to start Agility Scales (spark agility and just-in-time learning in organizations, bottom up) and build and lead product marketing and customer-facing functions.• Worked with CEO, Strategy and Product teams to research, identify, validate and then prioritize market segments, buyer personas, jobs to be done. Ran experiments to test messaging (app landing pages), product offerings (app action plans), and solution prototypes (expert coaching service).• Ran successful marketing campaigns generating a ~2,000 person waitlist pre-launch for the MindSettlers app beta. • Ran two successful crowdfunding campaigns, raising Euro 750K and Euro 290K respectively from investors across 35+ countries. • By early 2019, achieved monthly conversion rates (trial to paid 19 Euros/user) of ~50%, with monthly churn of 5% (or less), exceeding expectations.

Cupertino, Ca, Us

Recruited to scale sales & marketing for B2B technology startup with innovative micro-content library application. • Early stage wins included Oracle and VMWare.• Teamed with VP Sales to refine positioning and messaging for sales, marketing and talent acquisition functions, including outbound email lead generation campaigns, field marketing, product demos. • Worked with VP of Marketing on Awareness, Activation and Acquisition activities, including expert webinars, press releases, content marketing strategy.

Takapuna, Auckland, Nz

Established foundational US presence and customer base as reseller for NZ-based startup SnapComms, offering innovative employee messaging software solution. Grew sales to the point where Cut Through provided SnapComms with largest revenue stream worldwide (2013-14).Closed SnapComms' first F100 company Cox Communications in 2009, grew corporate customer base to include Time Warner Cable, Safeway, HP, Ingersoll Rand, and Archer Daniels Midlands among others.Lead Generation, Inside Sales, Customer Success, MarketingManaged virtual team of technical specialists, graphic designers, business/channel partners.

Auckland, Auckland, Nz

Client Manager responsible for portfolio of clients including L'Oreal, Nestle, Pernod Ricard. Telecom NZ division Gen-i.co.nz, leading ICT (Information Communications and Technology) provider in New Zealand, now rebranded Spark New Zealand. Consistently met or surpassed sales targets in terms of Annual Billed Revenue and Focused Product Revenue.