Frances Cassell

Frances leads Verosa’s marketing, PR and sales strategy, as well as the implementation, management and reporting of campaigns, bringing a wealth of experience across diverse sectors. She began her career in 1997 as a Marketing Assistant for an IT reseller while studying two evenings a week for three years to gain her Chartered Institute of Marketing qualifications — the CIM Foundation Certificate, CIM Advanced Certificate and CIM Diploma.

After building a solid grounding in marketing, she moved into the sports sector with a leading golf brand. A decade in recruitment followed, where she rose rapidly through the ranks to become Head of Marketing for a plc with over 1,000 employees by the age of 26, responsible for five brands and a network of 30 high street branches and IT offices.

With deep expertise across the full marketing mix, sales, media outreach and PR management, Frances is passionate about communications because she loves connecting people with stories, ideas and opportunities that inspire action, propel growth and build lasting relationships. She brings a positive, can-do approach to every aspect of her role.

Alongside Verosa, Frances mentors and coaches start-ups, business owners and ambitious professionals, and has supported secondary school pupils through the MCR Pathways charity. She has also presented to year 11 and sixth form students about her marketing career and is a regular interviewer at mock interview events organised by local secondary schools. During lockdown, she encouraged her children (then age 7 and 9) to set up a business selling homemade dog treats — an adventure that led to a desirable product, professional brand, packaging and website, a podcast recording, an online networking presentation, strong local social media presence and an impressive profit margin for their future savings.

Outside of work, Frances enjoys spending time with her family and their eclectic menagerie — from rabbits and a pony to a rat, a tortoise and a few fish for good measure. She’s also team manager for her son’s football squad, teaches her daughter to horse ride, and loves experimenting in the kitchen, where she considers herself an enthusiastic cook.