Cassandra Ferrara

Exec Strategy - Business, Marketing, Operations, Community

🔥 Startup Founder💸 Marketing💼 C-level Executive🧨 Consulting🧮 EducationCOOBrand Marketing ManagerContent ManagerEmail Marketing ManagerInfluencer Marketing ManagerGrowth HackerEvent ProducerCreative ProducerLife CoachingExecutive CoachSoft Skills TrainerCommunity ManagerAdvisorMarketing DirectorCMO

✨ Business Strategist Aficionado ✨ I'm like a strategic GPS of the business world, guiding teams to align their goals with precision and finesse. My secret weapon? A special knack for turning research and data into magical program decisions that lead to more success across an organization. 💥 Operations Wizard 🧙‍♂️ Biz Ops, programs, projects, and launches are my bread and butter. With my knowledge and experience, I'll assess a team's uniqueness, gaps and needs to create a path forward. I'll find the perfect harmony of strengths and orchestrate organizational operations like a symphony of productivity. 🚀 Marketing Maestro 🎭 Picture me as the conductor of a marketing orchestra, where creativity takes center stage. I build sustainable marketing systems that breathe life into captivating content. My mission? To inspire creative teams to unleash their brilliance, captivating audiences far and wide. 🌟 The Optimized Player Coach 🌟 With over 15 years of experience under my belt, I believe in uniting a team through shared goals and trust. Autonomy is a catalyst for achieving company success be it my own or enhancing this for others. Rolling up my sleeves for deep dives is a familiar and comfortable place. That paired with motivation and leading by example is just one of the ingredients to my secret sauce.

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Work Background

Aubrey MarcusChief Marketing Officer

Jun. 2021 - Dec. 2021• Restructured and organized the team and contractors of 20+ individuals to focus on a unified company strategy. Hired key roles to increase productivity and output. • Created tracking and reporting system for all company efforts including management of launches and major program initiatives including 5 days events with 300+ people 4x per year. • Implemented a new CRM for increased productivity around marketing efforts and company communications. • Built a marketing strategy with the team that resulted in an increased email funnel by 25% and social media growth by 30%. • Managed all marketing channels including podcast, youtube and social media, team members and contractors as well as various daily operations. • Advised in a player coach role for all team members through 1:1s and various team building activities. • Worked with CEO and Director to create marketing strategy and launch a documentary. • Created recommendations and plans for improvements on youtube, podcast and web SEO.

GoChainSteering Committee Member

May. 2021

Aubrey MarcusAdvisor

Jan. 2021 - Jun. 2021• Strategized, advised and implemented key structures to the launch of the the Fit For Service app. Created metrics and recommendations for the business growth, built out a core team of volunteers to grow community engagement and lead the initiatives from design to content.

Cassified ConsultsFounder

Mar. 2020

ObservableVP, Developer Relations

Mar. 2020 - May. 2021San Francisco Bay Area• Developed the Developer Relations strategy for Observable and implemented with direct reports. Worked with the executive team to build a company strategy that would elevate the product and brand. • Maintained launch schedule, launch planning and recommendations for launch priorities • Implemented a product feedback pipeline for community, customers and team to interact • Oversaw dozens of virtual community events and sourced speaking engagements for the team. Increased community engagement tenfold. • Assessed content and educational materials needed for increased product adoption and implemented with core dev rel team

GoogleOpen Source Strategy Lead, Golang

Nov. 2017 - Nov. 2019• Managed the relationship between 40+ Google engineers and a 1.5M user community streamlining communications, balancing expectations and increasing holistic engagement with partners. • Created open source strategies that unified Google Cloud business goals with team goals from product, engineering and devrel through OKR building, getting buy-in from primary stakeholders across the organization, strategic direction meetings and cross-functional project plans. • Increased Go community engagement by 2x and Go users from 800K to 1.7M in by building critical developer programs informed by user surveys, industry and analyst research, and product feedback while working with PR, engineering and devrel teams to address user needs. • Built out, requested and budget Go’s engineering budget and non-engineering head count requests by working with cross-functional teams. Resulted in a 3x increase in non engineering talent and a 2x increase in budget YoY. • Developed and executed an event strategy that included sponsorship in 85% of Go conferences for Google Cloud increasing overall engagement by 50% • Served as a community leader by speaking at an average of 1 conference/month, maintaining a position as a board member of GoBridge assisting them with community programs, and regularly meeting with community leaders to advise them on their work with the Go Project. • Developed the project plan, staffing, contract, budgeting and go-to-market strategic recommendation for a new golang website to address increased user needs for more curated educational content and clearer branding from the Go project. (launch pending Google approval).

NetlifyHead of Communications and Community

Jul. 2016 - Oct. 2017San Francisco Bay Area• Increased developer engagement by 25% and growth by 10-15% M/M by managing the growth and strategy of the Developer Relations initiatives uniting content, community and code with an emphasis on developer education • Developed all content marketing initiatives to increase drive traffic, engagement, leads, that deliver sales and customer retention while optimizing content to follow brand goals. • Streamlined internal content strategy and communications through and editorial calendar and building content workflows. • Collaborated with founders to create marketing strategies for developers and enterprise clients including rebranding of community messaging and marketing site • Responsible for marketing launch, product assessment, product marketing material and content strategy around integral open source product releases. • Managed and maintained all social media channels: Twitter, Facebook, LinkedIn • Grew community outreach increasing participation with community partners by 75% through speaking engagements, cross promotion, content partnering. • Organized all community events: meetups, conferences, speaking engagements, growing entire program from the bottom up.

Iron.ioCommunity and Communications Manager

Jul. 2015 - Jun. 2016San Francisco Bay Area- Worked with VP of Marketing, Demand Gen Manager, Sales Team and PR Resource to identify market strategy and necessary collateral for education - Strengthened Iron.io relationship with multiple distinct developer/technical communities by organizing Iron.io sponsored meetups and conferences - Brainstormed, co-authored, edited and reviewed copy for newsletters, white papers, blog posts and email campaigns - Facilitated Iron.io speaking engagements through creating CFPs, market trends, and thought leadership enhancing brand and Iron.io personalities - Full ownership of Iron.io conference participation: researched industry events for participation then budgeted, planned and executed, and balanced the strategic objectives and brand positioning - Traveled (up to 2-3x/month) for industry conferences and manned booth, did market research and focused on lead generation

TakipiDev Advocate

Sep. 2014 - Apr. 2015San Fransico, CA- Built out outbounding program through LinkedIn and web-crawler lists with focus on brand awareness and driving traffic to the website - Curated newsletters to convey new product additions - Assisted with website design and messaging - Interviewed prospective users and current users to determine necessary changes to website design and brand positioning - Built email funnel to encourage conversion from signup to users

eFolderSales Development Representative

Apr. 2014 - Aug. 2014San Francisco Bay Area- Consults with prospects about business plan and relate directly to current eFolder solutions - Direct prospects on best business approach with education of solutions and research of company objectives - Uses LinkedIn, Data.com, Google etc... for lead generation - Understand the importance of being the "first touch" with prospects and handle calls accordingly - Maintain a healthy and current pipeline: generate leads, qualify leads, proceed to reachout - Responsible for providing feedback and reports based on revenue generated from pipeline - Make 100 out-bound calls/emails daily with follow-up and appropriate response to product questions