Design.
Strategy.
Marketing should do more than look good—it should help businesses grow.
A career spent connecting creative thinking with business results.
From brand development and digital campaigns to CRM transformation, sales enablement and customer journeys, this is a selection of work I’ve led throughout my career—and the impact it created.
Projects featured include:
Brand Guidelines • Video Testimonials • Lead Magnets • HubSpot Buyer Personas & Workflows • Regional Sales Promotions • Website Design
Clarity Creates Confidence
The Challenge
With a growing network of dropout recovery high schools, Oakmont Education needed a unified way to tell its story. Each school was doing meaningful work, but inconsistent messaging, visuals, and materials made it harder to present a cohesive brand to students, families, and community partners.
The Solution
I developed comprehensive network-wide brand guidelines—a practical playbook designed to align teams, strengthen messaging, and ensure every school communicates with clarity and consistency.
The Most Powerful Message?
Use their own words.
The Challenge
Oakmont’s dropout recovery schools faced a stigma—they were often seen as “the place where the bad kids go,” masking the real impact these schools have on students’ lives.
The Solution
I launched a network-wide video testimonial campaign featuring students and families sharing their experiences. Supported by landing pages and Meta ads, the campaign reshaped perceptions and drove results.
Results
- 25% landing page conversion rate
- 21% engagement growth
The Right Message Starts with the Right Audience
The Challenge
Oakmont’s marketing and enrollment efforts were speaking to everyone—but not always connecting with the people who influence enrollment decisions: students, parents, and referral partners.
The Solution
I developed a clear set of enrollment buyer personas to guide messaging, campaigns, and outreach across the organization. These personas helped teams understand motivations, concerns, and decision drivers for each audience segment.
Key Personas Defined
- Student (Devin): Wants flexible schedules, career skills, and a faster path to graduation.
- Parent (Sarah): Seeks a safe, supportive environment and a clear path to a diploma.
- Referral Partner (Carlos): Needs proven outcomes and an easy way to connect students to programs.
The result
More focused messaging, stronger campaigns, and a clearer path from awareness to enrollment.
Click on the image above to learn more.
No Lead Left Behind
The Challenge
Enrollment teams were juggling inquiries, applications, tour scheduling, and follow-ups manually. Leads were slipping through the cracks, response times were inconsistent, and there was no clear system guiding students from interest to enrollment.
The Solution
I led a team that built a full HubSpot automated enrollment journey, connecting website forms, applications, and CRM data to trigger personalized emails and texts at every stage of the student journey.
- Automated Workflows Included
- Inquiry response (form submissions)
- Application confirmation
- Abandoned application follow-up
- Missing document reminders
- Tour booking confirmations
- 24-hour tour reminders
- Re-engagement for inactive leads
- First-day enrollment messaging
The Result
A streamlined digital enrollment funnel that ensures every prospective student receives timely guidance from first inquiry to their first day of school.
Turning Promotions into Performance
The Challenge
TriMark USA needed a way to energize the sales force while maximizing manufacturer marketing funds. Traditional promotions weren’t creating enough excitement or consistent participation across the year.
The Solution
I led a team that designed a year-long sales promotion powered by Manufacturer Marketing Fund rebates. Sales reps earned points by hitting minimum purchase qualifiers featured on promotional flyers. Each qualifying sale earned dice rolls at the annual Casino Night sales event, creating friendly competition and sustained engagement throughout the year.
The Results
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25% year-over-year sales growth
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Increased participation across the sales team
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Strong manufacturer partner support through co-funded promotions
Happy manufacturer partners. Happy leadership. Happy sales force.
Selected Website Work
About Stacey Cassidy
I’m a marketing leader with 20+ years of experience spanning brand strategy, demand generation, CRM, sales enablement, digital marketing and creative direction. My career has taken me from the foodservice industry to education, with a consistent focus on turning strong creative ideas into scalable systems that drive measurable growth.