Marie-Therese Cassidy

Observer
DISC Type : ci

VP Design, Europe at PepsiCo

London, England, United Kingdom

Overview

Marie-Therese Cassidy is the VP of Design for Europe at PepsiCo, where she leads her teams in creating award-winning, human-centric brand experiences. A graduate of The Glasgow School of Art, she has an extensive background in creative direction and brand strategy with global firms, shaping some of the worlds most recognizable consumer brands.

Her passion for design is fueled by a love for drawing and the arts. In a recent podcast, she shared that her creative process is inspired by a deep interest in opera and making emotional connections with audiences through her work, which she has pursued for over 20 years since moving to London.

Her team at PepsiCo became the first-ever in-house group to win Red Dot’s prestigious Agency of the Year Award, a major career highlight.

Personality Overview

Curious

Value Driven

Assertive

They are generally good communicators and can be hard to convince.  They ask a lot of questions and rely heavily on information and collaterals. They can sound friendly and charming but can quickly change gears to become inquisitive and probing.

Topics They Care About

Brand Redesigns
She has recently spoken at industry events about leading the first redesign of the iconic Pepsi brand in over 14 years, focusing on its history and growth.
Packaging Design
Frequently serves as a jury member for the Pentawards and speaks at events like Paris Packaging Week, recognizing excellence in global packaging design.
Human-Centric Design
Her team's work is centered on creating human-centric and holistically crafted products and designs, as highlighted by a recent Red Dot award win.

Media Appearances

Marie-Therese has no verified media appearances

Work History

9-2020
VP Design, Europe at PepsiCo
6-2019 - 9-2020
Executive Creative Director at FutureBrand
12-2015 - 9-2020
Executive Creative Director, Consumer Brands at FutureBrand
8-2014 - 9-2020
Creative Director, Consume at FutureBrand
9-2012 - 8-2014
Creative Director at Dragon Rouge

Education

1990 - 1993
BA(Hons) from The Glasgow School of Art
1989 - 1990
Art Foundation from Newcastle College

More Information

Social Presence :

Prographics :

Exp : 16 Location : London, England, United Kingdom Job Level : Senior Designation : VP Design, Europe at PepsiCo
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Insights For Selling To Marie-Therese

During A Call Or A Meeting

DO's

  • Be prepared for a lot of questions, answer them objectively
  • Invite them for a social do but don’t rely solely on the relationship
  • Share testimonials from known people and give multiple examples of product value

DONT's

  • Don’t try to rush them into a decision, provide all necessary information first
  • Avoid making offhand commitments
  • Don’t rely excessively on your relationship with them to win the deal

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Marie-Therese is

  • Proven value, strong testimonials are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Marie-Therese

  • They are practical and friendly, don't expect a clear-cut response often.

Insights For Deal Planning

    How fast (or slow) will Marie-Therese move?

  • They like to be detailed and take their time to arrive at decisions.
  • Can Marie-Therese take some risk or not?

  • They weigh all decisions systematically and are unlikely to take many risks.

You And Marie-Therese

Personality Compatibility


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