HI, I’M CASSIE.

Strategist. Storyteller. Speaker.
Builder of things people care about.

I’ve spent more than two decades working at the intersection of strategy, story, culture and growth, helping organisations understand people, navigate change and turn good ideas into things that matter.

My career has taken me through technology, media, brands, leadership, social impact and sport.

I’ve led teams, built businesses, created campaigns, told stories on screen, spoken on stages around the world, and worked alongside leaders, organisations and athletes navigating what comes next.

Today, much of my work starts with one deceptively simple question: WHAT MAKES PEOPLE CARE?

Because attention alone isn’t enough.

I help organisations understand their audiences, find the stories worth telling, and build the ecosystems that turn attention into connection, connection into community, and community into fandom and value.

That might mean helping a sports organisation rethink its audience, media and fandom strategy. Working with a leadership team to find the story that can move an organisation forward. Helping a brand build genuine cultural relevance. Or getting a room full of people thinking differently about leadership, change and possibility.

Different rooms. Same challenge: how do we build something people genuinely want to be part of?

I BELIEVE THE BEST STRATEGY STARTS WITH PEOPLE.

Data matters. Research matters. Commercial models matter.

But behind every audience, customer, fan, athlete, employee and community is a human being deciding:

Do I care?
Do I trust this?
Do I see myself here?
Do I want to be part of it?

That’s where I like to work.

In the fascinating space between human behaviour and commercial possibility.

I bring together strategy, storytelling, audience insight and creativity to help organisations see opportunities differently and turn them into something real.

I’m particularly interested in the future of sport and women’s sport, media, fandom, athlete transition, leadership, and the changing relationship between people, technology and culture.

MY WORK HAS ALWAYS BEEN ABOUT MOVEMENT.

Moving ideas forward.
Moving organisations through change.
Moving audiences from watching to participating.
Moving people from uncertainty to possibility.

And sometimes, moving a room enough that everyone walks out seeing things a little differently.

I don’t believe strategy should sit in a deck gathering digital dust. It should give people somewhere to go.

And storytelling isn’t the decoration we add once the strategy is finished.

Story is part of the strategy.

It’s how people understand an idea, connect with it, remember it and ultimately decide whether they want to belong to it.

PEOPLE. POSSIBILITY. COURAGE. CURIOSITY. BELONGING.

I believe difference makes ideas stronger. That representation matters most when it leads to participation and power. And that women and girls deserve equal opportunity on the field, in the boardroom and everywhere decisions are made.

I believe athletes are far more than the sport they play. Leaders don’t need to have all the answers. Technology should make us more human, not less. And some of the most exciting opportunities exist where the old rules no longer quite work.

Most of all, I believe the future is something we get to build.

And I want to spend my time helping build a good one.

GOT SOMETHING WORTH BUILDING?

Whether you’re rethinking a sports property, growing an audience, building a storytelling ecosystem, navigating change or looking for someone to challenge the thinking in the room, I’d love to hear what you’re working on.