Cassie’s spent the last 17 years inside some of the least “sexy” categories you can imagine – secondhand cars and property – and still managed to build brands that people care about. She’s the kind of marketer who gets just as excited about a well-built system or workflow as she does about a big creative platform.
For Cassie, the best organizations are letting brand shape how a company behaves. In conversation with Hannah Bowler, she talks about what it really looks like to embed brand across everything: from the scripts your customer service team is using, to the product decisions your engineers are making.
After years of performance marketing saturation, Cassie shares how she convinced leadership at Zoopla to increase brand budgets by 41%, and why the boardroom is finally waking up to the long-term value of brand again. She walks through how she used econometrics, modeling, and the language of leadership to prove that emotional brand building will always pays off.
Cassie is also deep in the weeds of how brands show up in an AEO and LLM-first world, where “brand building is now actually becoming training data.” From owning your digital footprint across review sites and forums to sending the right technical signals to AI agents, she lays out what marketers need to do to “feed the machines” without losing their brand.
For more interviews with the brand marketers behind some of the world's most innovative brands, check out the full Brandmakers series.
