Hi, I'm Cassaundra (Cass) Peterinelli, CRM and digital marketing specialist, copywriter, and content creator currently based in Salt Lake City, UT (but I'm always open to relocation for the right role).
Â
I lead end-to-end CRM strategy and execution for North America at Rossignol, where I've sent 500+ email campaigns, collected 20K+ contacts from lead gen initiatives, and driven over €900K in revenue from B2C, Pro/VIP, and automation newsletters since October of 2023.
Â
My background spans lifecycle automation, multi-language email production, lead generation, social media strategy, and UGC content creation, with a little bit of graphic design and a sprinkle of website design and HTML email development.
Â
I started in copywriting, spent time in agencies and in-house roles across outdoor, sports, and lifestyle brands, and eventually found my home at the intersection of data and storytelling.
Â
Outside of work, I'm Sendy McSendersonn—a content creator with 16.5K followers, 500K average monthly reach, and a community of stoked outdoor enthusiasts built entirely on the idea that the outdoors are for everyone.
Resume & About
Program Experience
Professional Experience
-
Architected and launched the Trail Run Match Quiz, a multi-language lead gen experience built on SFMC CloudPages with custom data architecture, SQL-driven recommendation logic, and Journey Builder automation delivering 18 personalized email variants across US, French, and Italian markets.
-
Diagnosed low CTOR patterns across the trail footwear category and presented a content framework grounded in competitive analysis, resulting in CTOR increase of up to 2.44%, a 3x lift over the prior baseline.
-
Led CRM and digital execution across all Group brands, partnering with sales and ecommerce teams to align lifecycle campaigns with GTM priorities and improve CRM-driven revenue contribution by 18%.
-
Drove paid media execution in partnership with NORAM accounts, aligning digital marketing objectives to brand and retail sell-through goals.
CRM & Digital Marketing Specialist
Rossignol
March 2025 - Present
CRM Specialist
Rossignol
-
Launched a reactivation journey targeting inactive customers, generating $14,000+ in attributed revenue.
-
Maintained consistent email open rates of 35-40% across promotional and lifecycle campaigns.
-
Built and optimized email campaigns in Salesforce Marketing Cloud using advanced segmentation and automation.
-
Executed CRM programs across North America aligned to global strategy; partnered with teams in North America and Europe.
October 2023 - March 2025
Director of Marketing & Events
June 2023 - October 2023Â
-
As the sole marketer, drove a 235% increase in social media engagement by overhauling a previously inconsistent, one-size-fits-all posting strategy; rebuilding content from the ground up with platform-native formats (Reels, carousels, Stories), a consistent visual identity, and a content calendar tailored to each channel's audience and algorithm.
-
Improved lead-to-member conversion by ~2% through paid and email optimization; drove a % increase in event attendance.
-
Owned all marketing, events, and community initiatives end-to-end: managing strategy, execution, budgets, reporting, and performance tracking independently.
Alta Climbing
Marketing Manager
Woodward Camps (POWDR)
-
Contributed to a 25 % YoY revenue increase through end-to-end email marketing ownership.
-
Increased social following by 10% in six months; delivered a 24% lift during seasonal campaigns; tripled paid social referral traffic.
-
Led multi-channel content strategy across Facebook, Instagram, and TikTok; produced paid and organic assets using Adobe Creative Suite.
-
Promoted from Marketing Specialist and Marketing & Productions Coordinator roles where I supported paid and owned campaigns; managed website updates and UX improvements using Drupal and Google Analytics; and led content teams on the ground.Â
Sept 2021- June 2023Â
Founder & Content CreatorÂ
Dec 2020 - Present
-
Grew an outdoor-focused Instagram account from 0 to 16.5K followers through authentic storytelling, strategic content planning, and audience engagement.
-
Secured brand partnerships through organic community growth; built a companion website to expand digital presence.
SendyMcSendersonn
Email Marketing
500+
Campaigns Executed
45.5M+
Email Sends
46.8%
Average Automation Open Rate
At Rossignol Group, I lead the NORAM CRM program for Rossignol, Dynastar, Look, and Lange. My work spans the entire lifecycle: from campaign strategy and high-impact copywriting to complex SFMC data architecture and localization.
Every touchpoint is engineered with purpose. By aligning subscriber context with defined conversion goals, I’ve driven over €600K in attributed revenue through optimized automations and meaningful engagement.
My niche
Automations
All automations I've led, excecuted and activated to date.
Six Month Re-Engagement (North America)
Trail Run Match Quiz Nurture Journey
Deer Valley Post-Rental Review Journey
Lead gen initative turned review collection machine. In partnership with Deer Valley
Bike Interest Journey
Based on SQL tracked clicks - users receive specifc info about bike if click is collected
Post-Purchase Journey (Worldwide)
Skills
CRM
Salesforce Marketing Cloud (SFMC), Lifecycle Strategy, Campaign Production
Email Marketing
Copywriting, Canadian French Localization, B2C/B2B Deployment
Automation
Journey Builder, SQL Logic, Triggered Sends, CloudPages
Data & Analytics
Data Architecture, Segmentation, Performance Deep Dives, ROI Tracking
Testing & Optimization
A/B Testing, CTOR Strategy, Content Frameworks, Conversion Barriers