Cassie Roma founded CR&Co in March 2020, bringing people in project by project to create authentic stories. She has been the chief storyteller for brands big & small, global & local, for over a decade now.
Cassie has lived in Auckland for over 20 years and started her career in local council which taught her how to tie in marketing and advertising into the broader business structure. Following this, she has had a range of experience across the tourism, power, media and retail industries and more recently, starting her own business CR&Co.
Topics discussed

• Role at Air NZ (Social Digital Role): Logo was a call to adventure and a tug to come back. Worked with the Global Brand team at a time where social media was fun and outgoing. Worked with technology which put humans and customer care team at the heart to banter but also show empathy with customers and continuity of care. Real culture of innovation, doing things quick, tested Snapchat, potential partnership with VICE Media etc.
• Quick wins in social media: Utility and connection value with short-term engagement vs. quick wins. Retweet, like, share content with customers, are powerful tools to increase community engagement and customer satisfaction. E.g. Wild Thing does this.
• Role at NZME Key Takeaways (Content Role): Traditional media was a new experience – first 6 months was spent learning to navigate different power dynamics, personalities, traditional media channels, balancing between true, honest journalism and paid advertising for it. Step out of marketing landscape and dive into the passion of storytelling. Focus on bringing a story to life within the confines of news/radio it was to make sure that people knew they were fact checked, resonate and add value. Navigating the changes in the digital/marketing ecosystem was a daily conversation – e.g. how do you price up a sponsored post for a business partner for a product they want to sell and publish?
• Role at The Warehouse Group (Head of Content Marketing): Warehouse Group started to acquire very NZ/Kiwi brand. Sat within the internal creative agency. Ethics in marketing was challenged amidst marketing techniques exponential popularity.
• CRM&Co: Set up in March 2020, was scheduled to do events in Abu Dhabi, London, Mexico, Australia. Aim to build sustainable ongoing connections and growth.

3 Quick Questions

1. A business book you recommend: How to write one song by Jeff Tweedy
2. One person to follow on social/digital to add value to the audience: Tom Goodwin
3. One to one dinner with any human being on the planet: Elton John