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Meet the Team | Cassandra Adams, Vice President Sales (North America)

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As part of our series of meet the teams we recently spoke to Real-World Studies Director, Nadia Mahmood, PhD about her role at Cisiv, and this month, we sat down with the newly appointed  Vice President of Sales for North America, Cassandra Adams to learn more about Cassandra’s background, what drives her and her plans for expanding the Cisiv business in the US. 

Can you tell us about your background and your journey to becoming Cisiv’s Vice President of Sales in North America?

With a Bachelor’s in Biology and a Master’s in Biomedical Engineering, I was always intrigued by research and science.

 I anticipated that my studies would have led me to a career in life sciences or a drug-discovery research role. While finishing my Bachelor’s and entering a Master’s program, I landed a Marketing internship in a large biotech organisation, where I was brought into the business to bridge the gap between the science and research equipment so that the sales and marketing team were able to confidently understand the product and sell this to the market. It then became clear to me that the laboratory life was not the right fit for my personality. 

Following the success of this role, I climbed the ladder in Marketing, Sales and Business Development wearing many different hats at a variety of life science organizations. This led me to a role at a global Consulting Firm, where I built a Sales Team and Marketing Program for the U.S. business expansion. 

Building teams,  in addition to creating strategic sales and marketing plans, have always come naturally to me. I enjoy building something from the ground up and analysing the results and success. This is why when the opportunity arose at Cisiv I was excited by the challenge. 

At Cisiv we already have a large network of clients in the US, however, with my background, customer knowledge and passion for our technology, I knew this was a role to which I could bring new ideas and implement a successful experiential sales program that would be suitably aligned to our customers and stakeholders. 

What drew you to late-phase and real-world research?

My passion is to build, and that is exactly what we are doing here at Cisiv – building tailored technology to suit our customers’ research projects. I personally have a real affinity for research and the life sciences and being involved in something as dynamic and varied as real world and late phase studies fascinate me.

In my role, I have the opportunity to observe our experts help build RWE studies that vary significantly from study to study, which in itself feels like a huge observational study seeing how each organization conducts their research and leverages the Cisiv platform, Baseline Plus. Not only this, but at Cisiv, we are dedicated to real world, late phase research, and are at the forefront of this growing market and it’s a great position to be in.

Cisiv’s approach to collaboration with their clients is also something that really drew me to the business and the late phase, real world industry in general. Acting as trusted advisors, offering innovative solutions, to support our customers to get the best out of their studies is incredibly important to me.  

We are also able to fully support data capture from thousands of patients around the globe, so to be a part of that I find it truly rewarding.

What are you most passionate about in your role?

I am passionate about working in the real world, late phase arena to help support patient engagement and ultimately make a difference in patients’ lives through supporting the delivery of detailed studies. I understand that there is a patient (a person) at the end of every study and that for me drives me in my role. 

Furthermore, I am excited by the opportunity to establish a North American footprint and better serve our US partners. This is a significant step for Cisiv as a company and I am thrilled to be leading the charge in North America. 

What do you like about working at Cisiv?

The product of course, but also the people and our culture. Whilst doing my interviews I felt a warmth from the team and since then that warmth has been there with every person I have interacted with. Given I am fully remote, I did not expect to be integrated and feel part of a team, however, each person at Cisiv has been so welcoming and down to earth from day one.

We have a big team, however, everyone has been extremely supportive, and this support rang true when I recently visited the Cisiv UK HQ to meet with the team. We discussed our long-term strategy for the US, and of course, my visit included face to face meetings, lunches, and afternoon tea with a variety of team members, who until I arrived in the UK I had only met virtually. And to no surprise, the Cisiv team was just as welcoming and engaging as they have been virtual.  

What are the values that drive you personally?

Perseverance. Being in sales and business development can be hard at times, but the people who are successful are the ones that can handle a ‘no’. Also, working remotely, you have to stay motivated and determined which much of my success thus far can be attributed to; I truly believe that nothing is unattainable if you are willing to put in the work.

Do you have any hobbies outside of the office?

When I’m not working, joyfully most of my time is spent supporting my three children and their hobbies, and they have a lot! hockey, horseback riding, ballet, gymnastics, and swimming! I also have an artistic side. I make decorative themed cakes, which is where my perfectionist side shines through!

Do you have a quote that inspires you?

“No pressure, no diamonds” – Thomas Carlyle

Cassandra will be attending the DIA Global, hybrid event on June 19th – 23rd 2022, to book a face to face meeting with Cassandra at the event email

For more information on The Cisiv leadership team and expertise head to Cisiv’s team page here

By: Adam Martin

28 April 2022