Employee Spotlight

Introducing Cassandra, our email marketing enthusiast and content savvy consultant. When Cassandra isn’t improving email campaigns results dramatically, you can find her cheerfully getting things done. Problems? Get Cassandra, she’s got you.

About Cassandra: Cassandra is a CanIRank Full Service Content Specialist and has spent her career working with startups and helping them grow. She loves creating powerful stories and messages that help businesses generate more buzz, leads, and sales. In her spare time, she enjoys camping, cooking, and playing the piano.


Ontario, Canada

Random Fun Fact

I’m currently trying to learn card magic. Pretty nerdy, but I think it’s fun!

Professional Background

  • What is your background in SEO?
  • “Before I started working at CanIRank, I worked as a freelance copywriter and content marketer. During that time, I built up a really solid foundation in content creation and marketing. I’ve helped guide content strategies for a wide variety of companies, from SaaS businesses to gypsy fortune tellers!

    As time went on and I acquired a deeper understanding of marketing, I started to get more interested in SEO and growth marketing strategies like email marketing.”

  • Tell us about your role at CanIRank.
  • “I’m a Content Specialist here at CanIRank. I help create content strategies, blog posts, email marketing campaigns, and much more. If you need help with anything related to words, I can probably help. One of my favorite parts of my role here is interacting with our CanIRank Full Service clients. I love seeing them get wins, big or small!”
  • What led you to choose marketing and SEO as a career?
  • “While I was in university studying psychology, I started freelance copywriting so I could have a flexible part-time job and I absolutely loved it. I realized I had a knack for marketing and business.

    My copywriting career naturally progressed to become more focused on content marketing, SEO, and growth strategies over time. I’ve been loving it ever since!”

  • When did you first hear about CanIRank?
  • “I first heard about CanIRank from a Google Search that led me to a job board.”
  • What niche industries would you consider yourself an expert in?
  • “Fintech and SaaS are diverse fields with lots of differences and nuances, but in general, I’m experienced working with both of those niches extensively.”
  • Do you have an example of work that you are extremely proud of?
  • “It’s a great feeling when new email campaigns perform well for a client. Especially when they can link their upgraded email performance directly to more revenue. In my first few months at CanIRank, I revamped a campaign that led to increased KPIs across the board (higher opens, clicks, and conversions). We were even able to increase the open rates by over 30% on a key email in the campaign.”
  • What advice would you give to a small business owner looking to expand their business?
  • “It seems like there are a million growth strategies to try nowadays. Facebook ads, SEO, PPC, in-person events. I know it can feel paralyzing to understand which path you should take, and scary to jump feet first into a new marketing strategy that you’re not sure about.

    My best advice would be don’t underestimate the value of SEO when you’re deciding which growth strategy is right for you. If you’re not sure where to start, we’re always here to help and can hop on the phone with you.”

  • What is a common mistake you’ve noticed working with new clients?
  • “Sometimes new clients are hesitant to let us know the good, bad, and ugly past history of their business. The more we know, especially marketing-wise, the easier it is for us to develop a custom plan that fits your business.”
  • Describe a marketing campaign that impressed you.
  • “Epic Games (the company behind Fortnite) has done some impressive things in the past year or so. Love it or hate it, Fortnite became an international phenomenon partly due to Epic’s marketing and positioning.

    From aligning Fortnite with pop culture in the iconic Drake and Ninja Fortnite match to consistently releasing new content, Fortnite has pulled some creative stops out over its lifetime.

    I think the push to align Fortnite so heavily with pop culture was really smart, out-of-the-box thinking for the e-sports world. If nothing else, it got people talking.”

  • How do you determine success with your clients?
  • “When a client first signs up to work with CanIRank, we ask them about their struggles and goals. We set up task reporting and performance tracking on a variety of platforms so that we can identify if what we’re doing is working or not. The exact goal for every client is different.

    Whatever “success” looks like to the client (as long as it’s realistic) is what we’ll aim for!”

  • How do you explain SEO to your friends/colleagues?
  • “If they have no experience with SEO, I’ll say something along the lines of SEO stands for Search Engine Optimization. There are a lot of factors that go into why certain pages rank on the first page of Google. At CanIRank, we dive deep into figuring out what those factors are so we can get higher search engine rankings for our clients.
  • What is your favorite tactic to employ?
  • “My favorite tactic is to upgrade copywriting and content. Simple changes can bring big results. A little headline tweak could increase your click-rate immensely. A small email open rate A/B test could bring up your KPIs from mediocre to amazing. Better content has a ripple effect throughout your business.”
  • How do you keep up to date with industry information?
  • “My colleagues here at CanIRank are great at knowledge sharing, so I learn a lot from them. I also like to attend one major conference each year like StartupGrind or Collision. It’s a great way to meet new people and learn some new tricks.”

Personal Background

  • What are some interesting things happening in your home town?
  • “My hometown is insanely small, so there’s not a lot going on. It’s been a really mild winter which has put a damper on a lot of winter activities like ice fishing, snowmobiling, and snowshoeing. I know some people have had a hard time training for snowshoeing or cross-country skiing competitions with the lack of snow.”
  • What is the neatest thing you’ve ever done?
  • “With the generous help of my professor, I published my undergraduate thesis in the Journal of Visual Cognition.
  • What/who inspires you professionally?
  • “Many of my family members are extremely hard workers and they all inspire me daily. Some of them have built their own businesses from the ground up. They inspire me to hustle hard and constantly reach for higher goals.”
  • If you could invent anything you wanted, what would it be?
  • “Laundry is my most hated chore, so I’d invent a robot that launders all of my clothes and puts them away for me and maybe even sorts them into color-coded sections.”
  • What is your favorite hobby?
  • “Backcountry camping. To me, there’s nothing better than being out in nature. I grew up camping and exploring with my friends and family, and the tradition has stuck with me to this day.”
  • If you were going to die tomorrow, what would you do today?
  • “I would probably eat at least 2 dozen Krispy Kreme donuts (original glazed, of course). Then, I would do all the sappy stuff like call my family and friends, write some letters for loved ones to read in the future, and just chillax with the people I love.”
  • Would you rather be able to fly or able to breathe underwater?
  • “Oof, this is a tough one. I’m going to have to go with flying!”
  • Pizza or lasagna?
  • “Pizza all day, every day.”
  • Possums or Chinchillas?
  • “Chinchillas! I do love possums too, but chinchillas win based on the fact I’d rather cuddle with a chinchilla.”
  • What else should we know about you?
  • “I used to own a food truck! I operated it part-time during the tourist season in my hometown. We specialized in Cajun & Creole cuisine. I quickly learned the restaurant/food service industry was not for me, but I still love cooking.”

And… that’s a wrap!