Cassidy Shield

Refine Labs

Chief Growth Officer

Cassidy Shield is the Chief Growth Officer at Refine Labs, a strategy & research firm that helps high-growth B2B companies relentlessly test, iterate, and push boundaries to dominate categories, build brands, and drive sustainable revenue growth.
Before Refine Labs, he is a 4X marketing executive passionate about disruptive innovation. He is fortunate to have led marketing, sales, product, and supply chain teams at various stages of his career, from startups to large multinational corporations.

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Conversational Marketing: Is This the End of Mobile Apps?

Interaction between brands and their customers is shifting from company-centric tools like websites and applications to customer-centric channels like SMS, WhatsApp, and Messenger. More and more companies are shifting use cases to the channels their customers use, not where it makes sense for them. We saw brands like Bolt switching their customer communication to WhatsApp, resulting in 40% higher conversion rates. Similarly, luxury retail brands including Dior have started using the channel to send Influencer content to customers that could increase sales - Is this the start of an end of apps?