For combining razor-sharp storytelling with product marketing
Cassidy Blackwell is brand marketing lead at Walker & Company Brands, the Palo Alto, Calif.-based startup behind Bevel, a shaving system geared toward people of color. Blackwell’s work is most visible on Bevel Code, Walker & Co.’s slick grooming-and-fashion website, which functions like a full-blown lifestyle magazine. Her team of writers, photographers, and videographers create rich stories that readers are unlikely to find elsewhere, including profiles of the personal barbers who lower the ears of President Obama, Kanye West, and Jay Z. (These were written by Blackwell herself.) Before joining Walker & Co., Blackwell was social media manager for the personal-shopping service Stitch Fix, and was global editor for Texture Media, a network of hair care-driven blogs and e-commerce platforms. Most recently, Blackwell has had development roles in Walker & Co.’s product launches: She was the architect behind a poignant video that introduced the Bevel Trimmer (which featured rapper and Walker & Co. investor Nas and was viewed 1 million times in less than a month). She is also developing the concept and products for the company’s women-focused brand, coming in 2016.