Cassidy Shield — CEO

What I’ve learned over the last 20+ years is consistent - great people who are open-minded to new approaches and new technologies can go beyond what they thought imaginable with the right leadership and execution. Passionate about driving change, I started my career streamlining industrial operations with software and lean operating principles. That work opened the door to leading diverse development teams who built software that enhanced digital experiences. Software leadership created opportunities to lead global marketing for large software and services businesses. What I enjoy most about marketing is the rapid rate of change that technology brings to the work. My experience & leadership in navigating this change includes: Strategy & Execution – I build marketing plans aligned to the objectives of the business. Plans I know through experience can be resourced, measured, and executed successfully. Brand & Positioning – I’ve built new brands and re-invigorated existing brands resulting in leadership in both market share and awareness. Balancing brand goals with market perception and developing a strategy to shift perception when necessary is critical. Content-Lead Digital Marketing – I’ve executed multiple digital marketing strategies using SEO, social, email, marketing automation, and more. However, the key to digital is great content that leads the buyer to what you sell. Product Marketing & Sales Support – I’ve built product marketing teams that align the business with a unified vision of the customer need, build great content which leads prospects through the buying journey and educate sales teams to support the journey. Customer Engagement & Advocacy – in many companies, engaging the customer face-to-face is still required to close a sale and build advocacy. I’ve built programs that increased customer engagement and helped close multi-million dollar deals. When not working, I enjoy life outside Chicago with my patient wife and not-so-patient kids.

Stackforce AI infers this person is a seasoned marketing executive in the SaaS and technology sectors.

Location: Chicago, Illinois, United States

Experience: 27 yrs 6 mos

Career Highlights

Over 20 years of experience in marketing leadership.
Expert in driving change through technology and strategy.
Proven track record in building and repositioning brands.

Work Experience

RapidSOS

Chief Marketing Officer (2 yrs 7 mos)

Cassidy Shield Consulting

Advisor (2 yrs 8 mos)

Refine Labs

Chief Revenue Officer (10 mos)

Chief Growth Officer (8 mos)

Narrative Science

Senior Vice President Marketing and Sales (8 mos)

Vice President Marketing (2 yrs 8 mos)

Gogo

Vice President Marketing (1 yr)

NetCracker

Vice President Marketing (1 yr)

Alcatel-Lucent

Managing Partner, Bell Labs Consulting (1 yr)

Vice President Marketing, IP Platforms Business Division (4 yrs)

Senior Director, Digital Media and Advertising (4 yrs)

Director and GM Broadband Video and Multimedia Solutions (2 yrs)

Senior Manager, Broadband Solutions Product and Supply Chain Management (3 yrs)

Capgemini

Manager of Supply Chain Consulting (2 yrs)

PwC

Senior Consultant, Oracle Service Line (3 yrs)

Education

Master of Business Administration (MBA) at Northwestern University - Kellogg School of Management

BS at University of Iowa

Cassidy Shield

CEO

Chicago, Illinois, United States27 yrs 6 mos experience

Key Highlights

Over 20 years of experience in marketing leadership.
Expert in driving change through technology and strategy.
Proven track record in building and repositioning brands.

Stackforce AI infers this person is a seasoned marketing executive in the SaaS and technology sectors.

Contact

Skills

Other Skills

Analyst RelationsB2BBroadbandBusiness DevelopmentBusiness StrategyChannelChannel PartnersCloud ComputingCompetitive AnalysisCross-functional Team LeadershipDigital MediaGo-to-market StrategyIPIPTVInterdisciplinary Collaboration

About

Experience

27 yrs 6 mos

Total Experience

3 yrs 6 mos

Average Tenure

2 yrs 8 mos

Current Experience

Rapidsos

Chief Marketing Officer

Oct 2023 – Present · 2 yrs 7 mos · Greater Chicago Area

Responsible for all facets of marketing.
RapidSOS is an intelligent safety company that securely links life-saving data from 600M+ connected devices, apps, and sensors from 200+ global technology companies to over 1M first responders across 22K+ agencies nationwide in the US and across 11 countries. Whether there’s an unsafe moment or an emergency, RapidSOS delivers essential data to the right place, when it matters most.

Cassidy shield consulting

Advisor

Sep 2023 – Present · 2 yrs 8 mos · Greater Chicago Area · Remote

While the world of marketing grows increasingly complex with new tools and trends, the foundational principles remain the same. I help guide B2B software and tech companies through these shifts with confidence. My services include executive coaching, marketing strategy, organizational alignment, and a strong emphasis on data-driven decision-making.

Refine labs

2 roles

Chief Revenue Officer

Promoted

Nov 2022 – Sep 2023 · 10 mos · Greater Chicago Area

We help B2B companies change how they think about, measure, and execute marketing so they can stop worrying about lead volume and start generating revenue.
Responsible for marketing, sales, and account management.

Chief Growth Officer

Mar 2022 – Nov 2022 · 8 mos · Greater Chicago Area

Marketing has changed. The old playbook doesn't work. You need to start doing what's best for your brand, not what's easiest to track. Refine Labs is a progressive demand strategy firm focused on helping growth-stage B2B SaaS companies.
We start with a strategy built for the way customers buy today. By executing this strategy every day with our customers, we generate insights at scale, which fuels continuous research and innovation. Together we're writing the new demand generation playbook.
Responsible for Marketing & Sales at Refine Labs.

Narrative science

2 roles

Senior Vice President Marketing and Sales

Promoted

Jul 2021 – Mar 2022 · 8 mos

Acquired by Salesforce in December 2021.
Narrative Science is redefining the future of data and analytics by making data understandable for everyone. Our latest product Lexio is the first analytics experience built from the start for business users. Powered by artificial intelligence, our software automatically writes stories from enterprise data to drive understanding and results. If you can read, you can use Lexio.
Reporting to our President and Co-Founder, responsible for all facets of marketing and sales.

Vice President Marketing

Nov 2018 – Jul 2021 · 2 yrs 8 mos

Reported to the President and Co-Founder, responsible for all facets of marketing.

Gogo

Vice President Marketing

Jan 2017 – Jan 2018 · 1 yr · Greater Chicago Area

Gogo is the leading global provider of broadband connectivity products and services for aviation with sales of ~$800M and 1,400 employees supporting 20 airline partners connecting passengers and crews inflight to 80 countries daily.
Reported to the President of the Commercial Aviation division and responsible for global marketing which includes a team of 35+ spanning brand management, digital marketing, product marketing, customer marketing, corporate communications, market insights, and end-user experience. Accountable for shifting marketing focus from B2C to B2B and expanding brand globally.

Netcracker

Vice President Marketing

Jan 2015 – Jan 2016 · 1 yr · Naperville, IL

Netcracker, a subsidiary of NEC Corporation, is an industry-leading revenue, network & cloud management company with 6000+ employees and global operations in North & South America, EMEA, Russia, Ukraine, India, and Asia-Pacific regions.
Reported to the CEO and responsible for 50+ marketers covering all facets of marketing including corporate communications, brand, digital, social media, product marketing, market research, competitive intelligence, events and customer marketing. In addition, led a 20-person sales operations team who managed Salesforce and sales pipeline. Accountable for re-positioning the company for future growth and building a marketing function to support growth.

Alcatel-lucent

5 roles

Managing Partner, Bell Labs Consulting

Jan 2014 – Jan 2015 · 1 yr

Reported to the President of Bell Labs and Corporate CTO responsible for building and bringing to market a highly specialized consulting practice of 140+ consultants leveraging the Bell Labs brand and future of networking technology vision.

Vice President Marketing, IP Platforms Business Division

Promoted

Jan 2010 – Jan 2014 · 4 yrs

Reported to the Senior Vice President Marketing and dotted line to President of the IP Platform business responsible for marketing a $1.5B software and services portfolio that spanned cloud management, data analytics, IP communications, customer experience management, billing, and operations support systems. Accountable to 7 VP/General Managers, 3 Regional Business Development teams and sales execution support across a global sales organization.

Senior Director, Digital Media and Advertising

Jan 2006 – Jan 2010 · 4 yrs

Reported to Vice President of the Division and held multiple roles for a business focused on digital services and digital innovation; including running divisional operations and strategy followed by general manager of the mobile content delivery business; encompassing both direct software sales and software as a service (SaaS).

Director and GM Broadband Video and Multimedia Solutions

Promoted

Jan 2005 – Jan 2007 · 2 yrs

Reported to Vice President & General Manager of Broadband Access Division and responsible for developing and executing the strategy to enter the IPTV market.

Senior Manager, Broadband Solutions Product and Supply Chain Management

Jan 2002 – Jan 2005 · 3 yrs

Reported to Senior Vice President of Supply Chain and held multiple roles including leading a global supply chain for a $200M product line and operations manager ensuring day-to-day execution of 1,100-person team and management of a $150M+ budget.