Stella Pharmaceutical/Slim Fast
The road that led Terry MacDonald-Cadieux to her current position as assistant director of marketing at Stella Pharmaceutical/Slim Fast Nutritional Foods was unusual, to say the least.
MacDonald-Cadieux has a second career as a professional race car driver, competing in the Firestone Firehawk Series.
She is also in her third year as a member of the Pace Car Team for the PPG Indy Car World Series and will drive in seven of Indy’s 15 races this year, including the Indianapolis 500 and Michigan 500.
In 1989, Slim Fast Nutritional Foods, a supporter of Firestone Firehawk racing, signed MacDonald-Cadieux as a product spokesperson for Ultra Slim Fast.
The next year the firm hired her to work in its marketing department.
Her marketing responsibilities include brand management, budget co-ordination, print media buying, promotions and sponsorships.
Toronto-born MacDonald-Cadieux, 28, has a Bachelor of Science in International Business from Florida Atlantic University and is halfway towards a Master of Business degree from Nova University, also in Florida.
– Spearheaded development of a $250 coupon booklet to be distributed free in Slim Fast products beginning this September.
– Was named 1990 ‘Rookie of the year’ in the Firestone Firehawk racing series, becoming the first woman to win the award.
We asked:
Q. Are you a believer in marketing by science or by gut feel?
A. ‘Intuition – gut feel. Most of the time it works best.’
Q. Was there a significant turning point in your career?
A. ‘When I finished school, and was offered a full-time career in a marketing environment.’
Q. Who or what influenced you the most in your marketing career?
A. ‘My racing sponsor, Slim Fast, which offered me a position after I was their spokesperson for a year.’
Q. What is your favorite marketing campaign (not including campaigns with which you have been involved)?
A. ‘p&g’s u.s. and Canadian racing sponsorship programs.’
Q. What do you do in your spare time?
A. ‘Race my car. Drive at different racetracks. Drive the ppg pace car at Indy races.’
Q. What do you love most about the marketing business?
A. ‘The opportunity to create, put your creation into the real world and, hopefully, watch it be successful.’
Creative/Strategic Sense
‘Terry is very straightforward. She’s demanding, but fair at the same time.’
‘She’s always up-front. If she’s got a problem with a program, she’ll let you know. She’s not evasive.’
‘Terry realizes magic is one thing and fairness is another. Everyone wants their suppliers to deliver things yesterday, as you know.’
‘She’s down to earth. What you see is what you get with Terry.’
‘She’s generally cheery and she’s not all business. Terry will ask how your day is going.’
‘She’s very good to deal with because she works very hard on her end to meet deadlines. She doesn’t throw our schedules out of whack.’
‘Terry is very personable, but she is also very professional. Her racing sideline makes for interesting conversation from time to time, but she is very professional on the job.’
Business Sense
‘I was always impressed that she was willing to ask questions if she didn’t know something. So many people in her position always try to pretend they know all the answers.’
‘Terry will take a project from A to Z. She doesn’t leave anything hanging.’
‘She asks a lot of questions and picks things up rapidly.’
‘She can be a tough negotiator. She knows her budget and she knows what she wants.’
‘She’s always asking what other people are doing in promotions and the marketing world.’
Next issue: Paul Gittins, director of marketing and new product development, Maple Leaf Foods Agribusiness Group (Prime Poultry, Feamans Fresh Meats, The Poultry Company), Waterloo, Ont.
