Xerox just named Darren Cassidy as Chief Marketing Officer, as longtime growth leader Deena LaMarque Piquion departs. Cassidy, who most recently led Western Europe, says his top job is to amplify Xerox’s reinvention story.
That story now stretches beyond print into AI-driven IT and workflow services. (Source: Adweek)
This move follows Xerox’s acquisition of Lexmark, a deal widely valued at $1.5B, which added fresh scale in print and managed services to support the hybrid workplace. (Source: Latham & Watkins)
Xerox has been pushing this evolution with campaigns like “We Make Work, Work,” which reposition the brand from legacy hardware to modern workplace solutions. (Source: Xerox)
Why This Matters (And How To Use It)
Legacy brands can win—if they pair a simple story with proof.
Cassidy’s mandate is exactly that: make the market feel momentum in six months. For marketing leaders, here’s what to take from it:
Lead with outcomes, not buzzwords.
When a brand shifts from products to services, clarity is everything. If your message still leans on vague “innovation” talk, clean it up. I walk through a practical framework to drop fluff and lift conversions in Stop Marketing Fluff: Write Copy That Actually Converts.
Tighten approval cycles. Cassidy wants visible momentum fast. You won’t get that if campaigns stall in sign-off. Use my playbook to speed creative from brief to launch in Marketing Approval Hell: Why Speed Beats Perfection.
Treat AI as an operator, not the star. Xerox is leaning into AI services, but the value shows up in workflow gains and IT outcomes, not shiny tools. If your stack grew but results didn’t, sanity-check it with AI Is Making Marketing Harder (And Here’s Why).
Rebrand without wrecking SEO. Reinvention often triggers site and domain changes. Before you flip a switch, protect your traffic with the dual-domain strategy in Domain Migration Guide: Protect Your SEO Traffic.
Sequence your story. Big identity shifts need the right order: spark attention → prove value → keep shipping proof. For a cautionary look at sequencing, see our analysis Jaguar’s “Copy Nothing”: Sharp Idea, Risky Sequence.
The 6-Step Playbook To Run If You Were in Cassidy’s Seat (Steal This)
Weeks 1-2: Narrative + proof grid
One page that ties 3 customer outcomes (e.g., ticket resolution time, cost per seat, security posture) to 3 proof types (case studies, benchmarks, analyst quotes).
Weeks 2-4: IT decision-maker visibility
Authoritative long-form on hybrid-work ROI, cut into short posts, sales one-pagers, and a webinar—each with a hard outcome metric.
Weeks 3-6: Accelerated approvals
Move social, email, and CRO tests to “feedback, not permission.” Use a tiered RACI so only brand pivots require exec sign-off. (Use the approval guide above.)
Weeks 4-6: Analyst + partner chorus
Brief top analysts and channel partners with the same grid. Ask for one metric-based line you can quote.
Weeks 6-8: Case study sprint
Ship three 400-word, outcome-first stories. “From 7 days to 24 hours.” “30% lower IT tickets.” Numbers beat adjectives.
Weeks 8-12: Paid amplification
Retarget engaged IT audiences with proof-led creatives. 70/20/10 split: proof assets / product demos / brand.
Do this, and you create the “momentum you can feel” Cassidy called out, without overhauling everything at once.
Who is Darren Cassidy?
Veteran Xerox operator. Roles across UK/Ireland, EMEA, US Channels, and most recently President, Western Europe. (Soure: THE ORG)
Focus for 2025: Balance Xerox’s print heritage with AI-driven services and deeper engagement with IT buyers.
What This Means For You
If you market a legacy product, make the reinvention tangible with outcomes and customer math.
If you’re hiring for the shift, benchmark comp so you can land the talent to execute; our 2025 Remote Marketing Salary Report can help.
Check it out: 2025 Remote Marketing Salary Report.