I am a growth-driven B2B marketing leader with 15+ years of experience across SaaS, GovTech, and services, building demand engines, brands, and communities that scale.

What I focus on:
🔸 LinkedIn as a growth channel (organic + paid)
🔸 Demand generation and ABM that actually converts
🔸 Brand and storytelling in complex B2B environments
🔸 Category leadership, not just lead volume

I am a former basketball player and one of 80 LinkedIn Certified Marketing Experts globally (and the only one in New Zealand), and I regularly mentor and train marketers worldwide.

On LinkedIn, I share:
🔹  Practical B2B growth lessons
🔹  LinkedIn strategy that works in the real world
🔹  Honest takes on modern marketing leadership

If you care about B2B marketing that is strategic, human, and effective, follow along or say hello.

Javier YebenesB2B

I help teams, leaders, high-performance athletes, and brands thrive through transition, complexity, and change, without losing the humans at the centre.

My work sits at the intersection of storytelling, strategy, leadership, and culture. I help people navigate uncertainty, identity shifts, and competing demands, so they can make better decisions under pressure and build environments where performance and wellbeing coexist.

I work with organisations, leadership teams, athletes, and purpose-led brands who are navigating moments of change, growth, or reinvention. Together, we focus on confidence, clarity, belonging, and ethical leadership in complex systems.

I do this through keynote speaking, workshops, consulting, writing, podcasting, documentaries, and advisory work, helping ideas land, cultures shift, and change actually stick.

If you’re leading through uncertainty, scaling impact, or trying to hold paradox without burning people out, we’ll likely have a lot to talk about.

My work sits at the intersection of:
– Human-centred leadership
– Confidence as a systemic outcome (not a personality trait)
– Storytelling as a lever for real change
– Cultures where kindness is strategic, not soft

I partner with organisations through keynotes, leadership programmes, and advisory work to help them:
– Build cultures of trust, courage, and belonging
– Shift burnout patterns without losing momentum
– Develop leaders who are human and decisive
– Change the systems that quietly block confidence and progress

If you’re looking for:
– A safe speaker who won’t challenge power
– A consultant who’ll paper over broken dynamics
– Or a leader to “slot into” an old model

I’m not your person.

But if you’re ready to do the deeper work — the kind that actually sticks — we should talk.

Cassie Roma

So many “truths” and accepted beliefs about what leadership is need to be tossed to the curb and replaced by human-centric skills that truly inspire, empower, and nurture those who are in our care.

First things first: let’s ditch referring to the most powerful tools in leadership (giving a damn, compassion, kindness, holding paradox) as “soft skills.”

Caring isn’t just cool, it’s imperative.
Now more than ever.

To lead courageously is to lead with care.
If you’re keen to level up your leadership skills, get in touch.

I’m keen to help.

#CaringLeadership #ResilienceMindsets #SystemsReThinking

I help build cultures and human-first leadership systems that put caring at the core of business strategy | Author | Globally Awarded Speaker & Storyteller | Strategist | Advocate

The term “soft skills” gives me the ick (as you can see from my facial expressions in this video).

Can we all agree it’s time to coin a new, empowering term when it comes to leading with humans at the core?

As a leader, coach, advocate, and human being — I think it’s time to make caring cool. Everywhere. 

The truth is:
Courage isn’t soft.
Integrity isn’t soft.
Leadership isn’t soft.

Leadership needs compassion.
Compassion is strength.

QUESTION: what gives you the ick when it comes to leadership systems or speak?

🤔 

——

I work with leaders, teams, and individuals to level-up leadership and bring the best out of the humans at the core of work.

If you’re after workshops, sessions, coaching, or bespoke project work — let’s dive deep and write stories that make an impact together.

My DMs are open.
📧

WOMEN YOU NEED TO KNOW ✨

A weekly reminder that success has never looked just one way.

• Billie Jean King
Didn’t just win titles. She fought for equal pay and helped turn women’s tennis into one of the best-paid women’s sports in the world.

• Maya Angelou
Poet, activist, journalist, teacher, performer. Reinvention wasn’t a detour. It was the path.

• Ada Lovelace
Wrote the first computer algorithm in the 1800s, long before computers existed. She imagined what technology could become.

• Ruth Bader Ginsburg
Advanced gender equality by proving discrimination harms everyone, not just women.

• Katherine Johnson
Her maths sent humans into space. Getting it right meant everything.

• Octavia Butler
Used storytelling to imagine fairer futures before the world was ready to listen.

Whose shoulders are you standing on?

Tag a wāhine whose courage helped shape who you are.

I’ll start with some of the women I’ve looked up to for a while: Glennon Doyle | Brené Brown | Antonia Watson |  Maia Jackman, MNZM  | Miri Rodriguez 

#WomenWhoLead #FirstMovers

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Who’s brave enough to LEAD?
Like, actually LEAD?

Leadership takes guts.
And heart.
And courage.

You have to have compassion, an openness to change, and the ability to practice humility.

It’s time to level up leadership.
At work.
At government levels.
At home and at play.
Everywhere.

#LeadWithCare #leadershipdevelopment #courageouslyliving

(NOT SO)
FUN FACT:

Did you know that women retire with around 30–40% less wealth than men, yet live longer and carry more financial responsibility?

This isn't a confidence gap.
It’s a systems, cultural, and data failure.

We keep telling women to negotiate harder and invest earlier. But, financial systems were built for linear careers and uninterrupted income.

Most women’s lives don’t look like that.

Add in AI and algorithms shaping credit, investing, and retirement advice.
OOOOOF!

Most financial data doesn’t reflect women’s realities.
Which means the outcomes don’t either.

Why?
If women’s data is missing, women will be too.

While systems catch-up (because we should be making sure they do), here’s how women can take agency now with 5 practical moves:

1) Know your numbers, even the uncomfortable ones
2) Decouple confidence from competence
3) Advocate for your future self, pay, super, compounding matters
4) Get advice that understands caregiving and nonlinear careers
5) Talk about money, silence protects inequity

This isn’t about fixing women.
It’s about redesigning systems and being the designers of a collective destiny.

Because, yes, destiny can be redesigned!
By all of us.

HOT TAKE: If leadership requires certainty, most of us are set up to fail.

Why? Because complex systems (cultural, operational, technological, economic) can’t be controlled.

The good news?

These systems and signals can be listened to, learned from, and redesigned.

The leaders, teams, and high-performance athletes I work with face a lot of uncertainty. Heck, we all do.

But, instead of ignoring it, the stand-out brands and leaders see uncertainty as opportunity.

They get excited by it.
They stay proactive in looking for signals.
They know that caring for their people is at the core of their job.

The leaders who thrive now don’t grip tighter to what was. 
They lean into planning for what could be.

They also know that not everything important to success can be measured. Importance has never fit neatly into a P&L Ledger (think culture, collaboration, appetite for risk, innovation, clarity of purpose).

Great leaders do these things:
They stay awake.
They listen.
They are introspective.
They notice patterns.
They adapt.

They dance with paradox, transitions, and change. Like a new-fangled Macarena where the moves are forever adapting to new rhythms and instruments.

The leaders I love working with know they can’t control the dance.
But they can choose how they move and inspire others to do the same.

So, how do you lead?

Are you a wallflower waiting for the song to end - or are you ready to dance?

👇 👇 👇 
I work with leaders and teams navigating change, transition, and uncertainty—building resilience, innovative mindsets, and creating trusting cultures.

I do this through keynotes, workshops, bespoke sessions and training programs, and through project delivery.

Get in touch at hello@cassieroma.com for a preliminary chat. My ears and mind are open to working with organisations, leaders, and individuals ready to supercharge human potential.

#LeadWithHumanity #StorycraftingForSuccess #FirstMovers #SystemsThinking #TeamWorkshops #KeynoteSpeaker

This moment in history is a crucial one.

When it comes to humanity.
When it comes to tech.
And, especially when it comes to leadership.

We’ve been taught that leadership looks like certainty.
Decisiveness.
Bullishness.
Control.

But the truth is that leadership is messy.

It’s holding space, information, and paradox. It’s knowing that uncertainty is the only certainty & that belonging is something we build—not something we’re granted.

The world we’re leading in now is nonlinear, emotionally charged, and deeply interconnected.

And so are we.
Leadership—like identity—isn’t about domination.
It’s about participation.

Listening.
Learning.
Caring.

No one can control complex systems.

But, we can be so passionately invested in learning about them (and our own blindspots) that we learn to dance with them.

To shape them. To be adaptable in turmoil & celebration alike.

Leading isn’t just about visibility.
It’s about courage in transition.
It’s humility wrapped in human thriving.

It’s not pretending to have it all figured out.
Rather, leadership is about choosing care, truth, and humanity—again and again.

We can’t control the dance.
Heck, most leaders are simply great at recognising patters and finding new steps when a rhythm changes.

The good news is that we can all choose how we move.
And that choice?
That’s leadership.
🌈💛✨

————

I help people and organisations make sense of change and lead more humanly.
I use storytelling and strategy to turn big ideas into things people actually understand and act on.

That shows up through speaking, podcasts, writing, documentaries, and consulting.

If you’re keen to work together, drop into my DMs!

The middle is where the magic happens.
And, yep, sometimes the magic gets messy.

Oftentimes transitions, stretch us.
Change pushes us to our limits.
Middle-ground feels uncertain.

But, that's the magic.
The not knowing is where wonderment can be built.

Right here.
Right now.

We're all in the middle of something.

Some of us are moving from one season of life to another.
Others are actively reframing their stories because they've been forced to.

Most of us, even though we don't often say it out loud, are navigating our own identity - trying to learn from a win or a loss or unexpected turn of events.

My job has always been in "the middle."

Working in businesses, with teams, individuals, athletes, creatives, and leaders ready to level-up by understanding context, systems thinking, and caring cultures.

I've not always loved it, but now I do. The middle. Messy, magic, and malleable - because when leadership becomes resilient and adaptable, everyone levels up.

----

Keen to work together? Let's talk about keynotes, workshops, team sessions, and individual coaching.

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The Battle

Javier YebenesB2B

Cassie Roma

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The Battle

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Cassie Roma

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