Where data meets storytelling
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).
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.
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 and website development.
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.
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.
500+
CAMPAGINS EXCECUTED
45.5M+
EMAIL SENDS
46.8%
AVG AUTOMATION OPEN RATE
€900K+
CRM-ATTRIBUTED REVENUE
Where I've been
Mar 2025 – Now
CRM & Digital Marketing Specialist
Boosted CRM-driven revenue by 18% through lifecycle campaigns, segmentation, and localized sales alignment for the US and Canada.
Oct 2023 – Mar 2025
CRM Specialist
Launched a reactivation journey that brought in $14K+ in 30 days from dormant customers.
Jun – Oct 2023
Director of Marketing & Events
As the sole marketer, drove a 235% jump in social engagement by rebuilding content from the ground up.
Sep 2021 – Jun 2023
Marketing Manager
Owned email end to end, from strategy to code, contributing to 35% YoY revenue growth.
Dec 2020 – Now
Founder & Content Creator
Built a 16K+ outdoor community and partnerships with Prana, Mammut, Cotopaxi, and Brighton Resort.
SendyMcSendersonn
Rossignol Group
Rossignol Group
Alta Climbing
Woodward Camps (POWDR)
Journeys I've built
Every automation starts with a problem and ends with a number. A few favorites from Salesforce Marketing Cloud.
Trail Run Shoe
Match Quiz
Problem: Rossignol entered trail running with no existing customer relationships in the category.
Build: A mobile-first shoe-match quiz in CloudPages (HTML, AMPscript, SQL) feeding a branching nurture journey in English, French and Italian.
100% custom-coded
Native SFMC, zero third-party tools
Salesforce Marketing Cloud is home base. Content creation and social media is a bonus.
Toolkit
CRM
SFMC, lifecycle strategy, campaign production
AUTOMATION
Journey Builder, SQL logic, triggered sends, CloudPages
Copywriting, Canadian French localization, B2C/B2B deployment
DATA & ANALYTICS
Data architecture, segmentation, performance deep dives, ROI tracking
TESTING
A/B testing, Click to Open Rate strategy, content frameworks
CREATIVE
Figma, Canva, CapCut, WordPress, HTML email, Photoshop
