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    Creating with Purpose

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    Event description

    In the last few years, there’s been a major uptick in conversation around purpose-driven brands. Generations of customers, especially GenZ, are not just looking at what companies sell, but what they stand for. Whether you’re working at a large company or focusing on your own personal development, the skill of discovering and committing to a purpose is an invaluable tool.

    Our panelists have spent years creating with a purpose for brands, culture and beyond. Join us as we dig into their experiences and talk candidly about what’s worked, what hasn’t and other factors to keep in mind.


    Wednesday, May 29, 2024 @ PS260 - 6th floor

    • 6:00pm – Drinks & mingle
    • 6:30pm – Panel discussion + Q&A
    • 7:30pm – Drinks & mingle


    Cass Cruz, Founder @ Nova Coaching, Co-Founder @ Nova Consulting

    Cass spent 15 years in marketing helping brands and companies find their purpose in a wide range of sectors including retail, finance, CPG, hospitality, higher education and tech. With a deep appreciation of how human connection motivates consumer behavior, she decided to create Nova Coaching - a coaching practice with the mission to help people honor and nurture their inner power in life, in work, and everywhere in between.

    She is also the co-founder of Nova Consulting, a brand consulting firm that helps purpose-driven brands express their unique magic, clearly and confidently. Through Nova Consulting, Cass combines her empathy, curiosity, and her award-winning marketing expertise to help clients grow their businesses.

    When she’s not spending time with her husband, kids and dog, or working on one of her businesses, you’ll find deep in her writing, reveling at the ocean, or entranced by music.

    Kay Pancheri, VP, Brand Marketing @ Planet Fitness

    Kay has nearly 20 years of experience helping uncover the deeper purpose of a business and translating it into an effective marketing strategy. She specializes in the intersection of culture, purpose, and creativity, leading cross-functional teams to deliver innovative marketing that resonates with consumers, accelerates business, and positively impacts communities.

    Prior to joining Planet Fitness, Kay led Brand Marketing at Life is Good, the apparel brand dedicated to spreading the power of optimism and spent 15 years leading advertising efforts at two internationally awarded ad agencies. She’s collaborated with leaders from brands including Google, Yahoo!, Royal Caribbean,, Cadillac, Purina, and more.

    Kay serves on the board of Massachusetts CASA, a non-profit committed to advocacy for children who’ve experienced abuse or neglect and a child welfare system that’s more equitable and socially just.

    Moderated by Karen Goodman, Executive Creative Director @ Bose

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