Leaders of Change: Cassandra Stevens

CASSIE STEVENS is the Global Commerce Lead at Publicis Media and has 10+ years’ experience in digital marketing, working with global clients to accelerate growth.

After 8 years agency side specialising in digital media and marketing technology, Cassie went to lead the digital marketing team at John Lewis for 2 years. She has since returned to the agency world to build the Commerce team at Zenith and now partners with global FMCG brands at Publicis to define their ecommerce strategies and to transform digital trade marketing.

Why did you choose to pursue eCommerce in your career? I spent most of my career as a digital media specialist at Zenith and then had the opportunity to lead the digital marketing team at John Lewis, a department store here in the UK, for a couple of years. I really enjoyed the pace of eCommerce and getting into the details of what drives sales (ie. promo, price, xmas ad launch day). When the opportunity came to return agency side and consult with global brands on that side of their business, it seemed like the best of both worlds. Bringing the energy of retail, with the brand building mentality of CPG / FMCG is the ultimate end to end opportunity. 

What is your biggest strength, and how have you used it for your success in eCommerce? Always run towards the fires. I have built my career on being able to solve problems and provide support for other colleagues when and where they need it most. It’s important to be able to prioritize the right things, that will drive real change. Commerce can feel like there are a million ‘most important things’, but understanding people’s reactions and the situation to decide where I put my attention is important to me. 

What is the weirdest skill or talent to come in handy in your eCommerce experience? I shop too much, anyone that does that can be an expert in Commerce and can identify gaps in the UX experience. Checkout, delivery, packaging, returns…do you accept Klarna yet?

How have you most successfully influenced change within your organization (or with your clients)? Most recently I built the first Commerce team at Zenith, growing the team from 1 (me) to 8 in one year. That teams has now become a dedicated team for Commerce with Publicis. I am so proud of that team and what we have achieved in the year, it has become a framework for how to deliver commerce growth for clients. 

What was your most “valuable” career failure, and why?  "I am not going to lie, Chris, filling this out has been a bit of an emotional roller coaster." The biggest failure for me is when I have gotten myself so stressed out that I am not doing a good job or showing up for people when they need it. We don’t celebrate successes enough, or take breaks when we need them. Let’s do that! 

In the last five years, what new belief, behavior or habit has most improved your life? Realising that I can’t make everyone happy. I generally want people to enjoy their jobs, build a positive working environment and try to be supportive where relevant. But in reality, not everyone will be happy and I had to learn to deal with that as I became a leader. 

What are you learning right now? To crochet. I am half way through making a granny square blanket and it is so wonky but will be cozy regardless! This doesn’t necessarily apply to my leadership style but I believe in having hobbies outside of work. Also, there are so many new crafting DTC brands that I can’t stop buying from so there is some cross over ;)

What are the 1-3 songs that would make up your career soundtrack today?

• One time in a workshop I sang the chorus of I’m So Fancy by Iggy Azalea to the head of digital at a large global FMCG company, because he had never heard the song. So, let’s put that at the top of the list, because it has scarred me forever.
• Lizzo is also up there with confidence boosting jams before a meeting. See Good as Hell.

What are the 1-3 books you’ve gifted the most or that have greatly influenced your life, and why?

• The Great Gatsby by F. Scott Fitzgerald: Cliché I know, but I read it every few years and depending on what’s going on in my life I relate or hate all the characters in different ways. When I revisit it, I am always surprised how differently I feel. Not sure what that says about me, ha!

If you could have a gigantic billboard for the world to see with anything on it, what would it say, and why? 

“If you aren’t on the digital shelf today, you won’t be in the basket of the future”.

I am trying to make this happen and might have t-shirts made. Happy for anyone to quote me on this :)

What are the worst recommendations or advice you have heard related to eCommerce? Big agencies can’t help us with eCommerce, we need specialists. I think it’s actually about getting the right people, regardless of where they are from. If you get the right people speaking to the right people, you can do wonders! 

What advice would you give to a future leader of change about to enter business, or specifically the eCommerce field? Look beyond eCommerce as a channel, I notice a lot of eCommerce specialists posting general marketing principles on LinkedIn like it’s a new concept. There is such great thinking from marketers around the world, in all industries, on how to drive sales and build brands in an integrated way. Let’s not forget those that already worked this out before us!

What specific, industry-related change do you believe will happen that few others seem to see?  eCommerce and Shopper will merge, become an integrated part of Marketing instead of specialist. I know this sounds basic to some people, but the lack of integration is becoming more and more obvious. 

What is the last thing you bought online, and why? Well, it is Christmas season here in the UK at the moment and I have bought many things. I’m intrigued by how varying the experience can be, and look forward to some consistency in the future. I am waiting on a lamp shade that is lost in the post somewhere. I received an absurd amount of fabric softener, when I thought I only bought one medium bottle, within 3 hours from Amazon and I’ll pick a gift up via click and collect near work tomorrow. So many different routes to choose from!

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Leaders of Change is a weekly interview series featuring select industry pioneers who are driving the evolution of commerce, the consumer and everything in between. If you would like to recommend a Leader of Change for consideration, please reach out to me on LinkedIn.