With over a decade of experience leading brand partnerships, experiential marketing, and place-based activations across brands like Campari, Under Armour, and Optus, Cassandra specialises in crafting high-impact collaborations that fuse culture, commerce, and community. At Campari, she has pioneered consumer experiences and creative partnerships—from record-breaking activations at the Australian Open to disruptive fashion-week integrations with Espolon Tequila. She brings a clear focus on bridging digital and physical worlds, unlocking new value for brands and local ecosystems alike, and brings a deep understanding of how strategic partnerships and creative storytelling can elevate brand identity, drive commercial outcomes, and foster cross-industry collaboration.