Cassandra Girard
Verified Expert in Marketing
Marketing Expert
Mexico City, Mexico
Toptal member since October 10, 2024
Cassandra is a strategic CX leader with 15+ years of experience driving enterprise customer success and go-to-market execution across retail, CPG, wholesale, and travel industries. She's an active AI practitioner with Claude Code and agentic workflows. Cassandra has a proven track record co-creating executive-level plans, translating complex technology into measurable business outcomes, and aligning cross-functional teams to scale digital programs.
Project Highlights
Expertise
- AI Automation
- AI Tools
- Agentic AI
- CX Strategy
- Claude
- Go-to-market (GTM) Strategy
- Product Management
- Product Marketing
Work Experience
AI Training & Automation Expert
National Pet Insurance Company
- Build a custom enablement platform with voice lead assessment to generate entirely personalized training to the role and team of the individuals with all custom implementation playbooks to solve key pain points.
- Delivered a fully functional notion AI worksplace along side a co-authored AI policy.
- Successfully unlocked several team members from chat into fully productive workflows, automations and a changed mindset across product, claims, support teams.
AI Strategy and Automation Consultant
National Supplement Brand
- Created a fully integrated reporting platform connecting live data from Klaviyo, Shopify, Meta, Google Ads, Instagram Insights, Instagram Public, Loyaltylion, and Recharge.
- Defined weekly, monthly, and quarterly automated management reporting based on the fiscal calendar for both key KPIS and Unbundled unit reporting.
- Trained a marketing leader on how to use AI for more automation workflow, such as blogging content, planning, and strategy.
Senior Advisor, GTM, AI and Automation Strategy
Startup (YC W23)
- Architected a custom Notion-based GTM workspace designed with Claude code, generating content pipeline, competitive intelligence, SEO strategy, with automated content publishing to Git/Vercel in a single system.
- Advised the leadership team on SEO and AEO, with a focus on AEO best practices.
- Implemented an industry-leading strategy specific to winning use cases and delivered bills of material.
- Researched and advised on industry events and the overall off-site marketing calendar.
- Designed E2E automated workflow for outbound outreach using Apollo, R2B2, Notion, Slack, with closed-loop scoring using Co-Work.
- Managed website updates via Claude Code, eliminating engineering dependency for marketing-side changes.
- Created an automated daily brief to the CEO to facilitate LinkedIn-relevant content repost with commentary and competitive intel to grow the founder's voice.
Head of CX and Strategic Lead
Modern AI PR Platform
- Provided strategic recommendations to the CEO in the areas of product development, business modelling, and team structure, resulting in greater clarity on business model, CRM best practices, SOPs, and product UX/customer journey modelling.
- Led the management team to centralize key priorities and execution tasks around product, marketing, support, and partnership, providing greater accountability and visibility in the strategic plan.
- Organized and led the company's first management offsite in NYC, focused on key pillars of the business using design-thinking methodologies. The team took ownership of the pivot in a new go-to-market focus and direction.
- Helped the leadership team align more closely and negotiate better terms with their main publication partner.
- Created vertically segmented "door-openers" for the outbound sales team.
- Optimized the front customer support email client to better support agents and provide management visibility related to ticket types, escalation, response time, and resolutions.
GVP, Consumer Industries CX
SAP
- Led a high-performing global SME team across retail, consumer products, wholesale distribution, and travel, representing the voice of the customer (VOC) across field colleagues and customers. Focused on product marketing and go-to-market.
- Recognized as an evangelist and strategist in B2C omnichannel strategy, go-to market, and overall positioning.
- Sought after Customer Executive Sponsor, enabling trusted relationships and supporting the wins of high-valued deals globally.
- Contributed to multiple white papers, POVs, and press engagements and acted as a public speaker for internal and external events.
- Acted as the global point of contact for project work-streams between the Industry Business Units and the Customer Experience line of business, resulting in greater transparency, collaboration, and efficiencies across global GTM plans.
- Led team to successfully execute GTM plans and solution management strategies at the intersection of CX and industries within Lean constraints.
- Nominated and participated in coveted leadership development programs at SAP, a yearly program designed to nurture SAP's future leaders.
Global Lead, Consumer and Travel Industries
SAP
- Recruited, onboarded, and led a high-performing team—mentored team for GTM plans, QBRs, and all aspects of demand generation for respective industries. I oversaw overall GTM, product, partner, and marketing strategy and execution.
- Guided our team's GTM/product marketing strategy, resulting in SAP being recognized as a grocery commerce leader, making it the #1 commerce platform in this sub-segment.
- Mentored team to deliver high-quality field, market, and customer-facing content, setting a global benchmark across GTM/solution management teams.
- Led and mentored team in the successful build and launch of our travel commerce accelerator.
- Supported and grew our industry-specific partner ecosystem to address portfolio whitespace. Mentored numerous startups on how to navigate the SAP ecosystem successfully and improve their overall positioning and value proposition.
Industry Principal, Retail and Travel
SAP
- Acted as the first member of a newly formed industry team tasked to grow and create an industry team for SAP Hybris with a focus on GTM, product marketing, and solution management.
- Drove and launched industry-in-box framework and bill of material (BOM) for field colleagues globally.
- Served as a global subject matter expert for all top retail opportunities, driving incremental deal closing.
- Launched travel (airlines) as an industry dimension for SAP CX.
- Launched and executed industry CX global enablement programs for field and partner community.
- Contributed to and supported our CX omnichannel architecture framework, which was adopted across industries.
- Nominated as SAP Hybris spokesperson (external, press, conference).
Presales Solution Engineer
Hybris
- Exceeded individual targets consistently, becoming the first presales engineer to cover global opportunities for retail and fashion beyond the regional model.
- Developed the initial industry-specific presales process tailored for the retail and fashion sectors, creating a unique approach and demo framework.
- Evangelized an industry-first, VOC approach within Hybris to support the future creation of an industry SME group.
COO and Co-founder
Buyosphere
- Managed finance, forecasting, legal aspects, and various operations, leading initiatives in seed funding, convertible debenture rounds, and development credit.
- Led the company through three Agile product pivots, executing the CEO's vision, maintaining a Lean and Agile development cycle, and supporting our CTO in his technical leadership.
- Spearheaded partnerships and integration efforts with various partners, including Badgeville, Skimlinks, Kissmetrics, and Mixpanel.
- Grew traffic from 500 to 40,000 unique users in only six months.
- Obtained coverage by Forbes, Mashable, Techcrunch, Globe, La Presse, and many more publications. The company was included in the top 10 fashion startups to watch in 2012.
Director of Business Development
Fluid (acquired by Astound Commerce)
- Secured a significant creative design engagement with a top 100 online retailer, which resulted in acclaim in the online retail industry.
- Created channels for strategic, referral, and reseller partnerships, growing our partners from zero to 35 and increasing visibility and revenue growth. These partners included leading commerce platforms and other key service providers.
- Sold Fluid's most significant software opportunity, displacing five incumbent competitors, including Adobe.
- Contributed to the product direction of Fluid's product personalization strategy.
Director of Business Development
Truition
- Developed and acquired a new business within the specialty retailer/high-brand vertical.
- Consistently exceeded quotas and became the company lead for technology demos.
- Shaped B2C-specific commerce requirements, driving the product roadmap from auction platform to B2C commerce.
Project History
Buyosphere
https://youtu.be/FZ50LZFQjeM?si=8y_2UXodZDxtXF3LCo-founded Buyosphere and led the company through three agile pivots as its COO, handling all fundraising aspects, including seed funding, convertible debenture, and development credit.
Buyosphere is a visual and social Q&A shopping platform, “the Quora of shopping.” At Buyosphere, you gather what you buy and own and make your own personal data package. Then, you choose who to share it with. We build tools on top of your data for analytics, organization, and notifications. In the future, mainly when the “do not track” legislation heats up, we’ll offer retailers a way to receive these personal data packages in a way that consumers control 100%.
New Travel and Hospitality Vertical at SAP
Successfully led the creation of a new industry vertical, with my team leading the build and launch of the SAP Commerce Travel Accelerator. This led to the creation of a pipeline worth $47 million across the air, cruise, and hospitality verticals.
This project involved leading market research, conducting customer interviews, and strategizing on market positioning. Participated in revenue-sharing contract negotiations and statements of work definition and acted as an executive sponsor for our co-development partner. My team guided the product lifecycle from inception to launch, including all GTM activities. We introduced a comprehensive bill of materials assets for field teams and partners, encompassing various resources such as executive overviews, product demos, deep dives, product sheets, POVs, and marketing assets. In addition, as a cross-functional leader within the broader travel and transportation (T&T) industry business unit, I collaborated with diverse teams to ensure seamless adoption and amplification of our new CX industry dimension and portfolio.
Education
Coursework Toward a Bachelor of Arts Degree in Information Technology and Business
Concordia University - Toronto, ON, Canada
Certifications
Director of Marketing
NextMBA
Digital Marketing: A Strategic Perspective
Yale University
Skills
Core
Go-to-market (GTM) Strategy, Product Marketing, Product Positioning, Omnichannel Marketing, Copywriting, Digital Marketing, Brand Marketing, Content Marketing, Content Creation, Marketing Leadership, Conversion Rate Optimization (CRO), Search Engine Optimization (SEO), Content Strategy, Content Marketing Strategy, Marketing, Market Research & Analysis, Sales, Channel Strategy, Email Marketing, SEO Tools, Google SEO, Branding, LinkedIn Marketing, Growth Hacking
Platforms & Tools
Claude, Canva, Asana
Business Models
Business to Business (B2B), Business to Consumer (B2C), SaaS, SaaS Product Marketing, B2B
Technical
SQL
Other
eCommerce, Industry Analysis, Sales & Channel Enablement, Public Speaking, eCommerce Strategy, Product Demonstrations, Executive Presentations, SAP, Retail Strategy, Go-to-market Plans, Value Proposition, Customer Experience, Customer Experience Management, Customer Support, Brand Positioning, Pitch Decks, Storytelling, Presentations, Sales Funnel, B2B Marketing, Customer Acquisition, Startup Consulting, Sales Leadership, Growth Strategy, UX Writing, Generative Engine Optimization (GEO), Global Digital Marketing Strategy, Growth Marketing, Business Strategy, Social Media Content Writing, Content Writing, Ghostwriting, Fractional CMO, AI Automation, AI Tools, Agentic AI, Automation, Strategic Planning, Information Technology, Product Management, Leadership, Thought Leadership, Business Development, Requirements Analysis, Product Strategy, CX Strategy, Digital Innovation, Product Launch, Microsoft Teams, Presales, Business Requirements, Travel & Leisure, Order Management, Journey Mapping, Business Modeling, Startups, Design, Lifetime Value (LTV), Artificial Intelligence (AI), Healthcare Services, Healthtech, Product Strategy Consultant, Product Pricing, WordPress, Editorials, AI Agents, Corporate Strategy, Management Consulting, Analyst Relations, ChatGPT, Claude.ai, Perplexity, Fundraising, Product Owner, Operations, Financial Reporting, Strategic Partnerships, Financing, Requirements, Pricing Strategy, Notion, HubSpot CRM, Linear, UX Design, SOP Development, HubSpot Sales Hub, Front-end, Slack, HIPAA Compliance, Claude Code, Supabase, Vercel, Figma, Codex, Content Management, Project Management, Data, API Integration, windsor API, Answer Engine Optimization (AEO), Training, AI Enablement
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