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GEMA Member Cassie Dannas is global title marketer, original content at Paramount+ where she coordinates across teams to bring brand campaigns to life. Prior to Paramount+, she worked at Hulu where she got to support such series as HBO’s It: Welcome to Derry. 

Dannas has benefited from being an active member of GEMA, participating in the GUIDE mentorship program, the EmpowerHER Advisory Committee and serving as a judge in GEMA’s 2025 TV/Streaming competitions. 

She shared what keeps her inspired as she builds her career and what she has learned so far that she would share with anyone interested in working in entertainment marketing. 

What inspires you?‍

My biggest inspiration comes from experiencing something in person, especially in shared environments like live events and music festivals. In the first half of my career, I worked in creative marketing for festivals, managing on-site content capture and building media shot lists, which gave me a front-row view of how people emotionally connect with moments. It’s the small, human reactions that stay with me, like a couple locking eyes when their song comes on, or a crowd looking up in awe as visuals, pyro and lighting all hit at once. I often find myself jotting down marketing ideas in my phone notes during those moments.

‍Is there a project of which you’re especially proud?

During my time at Hulu, I worked on a partner campaign tied to the series It: Welcome to Derry, and as a longtime Stephen King fan, I was especially excited to be involved. I initially supported paid media performance but also raised my hand to contribute on the creative side. I pitched positioning the series as a prequel to the It films, using new creative variations to help audiences connect the series back to what they already knew. Being so familiar with the world made it easier to collaborate with creative teams and explore ideas beyond our usual approach.

‍What does a typical day in your role look like and what’s one part people might not expect?

A typical day in my role involves working across teams to bring bundle-subscription campaigns to life, spanning services like TV, music and more. Because of that, I get to collaborate across a wide range of functions, from shaping messaging and audience strategy to reviewing builds and tracking performance.

One part of my job that people might not expect is how much coordination happens behind the scenes. Even a single message can involve product, design, engineering and analytics working together to ensure the experience feels seamless for the user.

‍What does being part of a creative community like GEMA mean to you?

Being part of GEMA has been incredibly meaningful to me, from learning through the GUIDE mentorship program to stepping into a more active role on the EmpowerHER Advisory Committee and serving as a 2025 GEMA Awards TV/Streaming judge. It’s given me the opportunity to learn from leaders in creative marketing while also building real relationships and developing new skills through the experiences GEMA provides. It’s a space where I feel supported and inspired and that I’m genuinely excited to be a part of. I hope to look back years from now and still be part of such an amazing community.

‍How do you stay sharp and motivated in such a fast-moving industry?

I stay sharp by keeping up with industry news and trends through newsletters like Media Play News, The Industry, Spotlight by GEMA and Matthew Belloni’s Puck, along with following accounts that cover entertainment and platform updates. It helps me stay close to what’s happening across film, TV and streaming, from business shifts to new releases.

What keeps me motivated is a genuine love for working in entertainment and tech. Being part of such a fast-moving space keeps me on my toes and constantly excited to learn and grow.

‍In what ways has the GEMA community supported or influenced your journey in this industry?

The GEMA community has had a true impact on how I’ve grown in this industry, especially through the GUIDE mentorship program and my involvement with EmpowerHER. It’s given me the opportunity to learn from leaders I admire while also connecting with peers who are navigating similar paths

Having a community that’s open, supportive and willing to share knowledge has pushed me to stay curious and build more confidence in the work I do!

‍What advice would you give someone who is just getting started in this industry?‍

My advice would be to stay curious and open to learning, especially early in your career. Take opportunities that push you outside your comfort zone. Those experiences often shape your path and help you figure out what you want in the long-term. Be intentional about networking, finding mentors and staying connected to your peers. I’ve found that the relationships you build early on tend to come back around in meaningful ways. Also, sending a quick, personalized thank-you note after a coffee chat or interview goes a long way and helps you stand out!