Moira Cullen

Vice President Global Beverage Design


Moira Cullen, PepsiCo Vice President Global Beverage Design, is responsible for developing design strategy and systems across the beverage portfolio and leading new growth initiatives.

An internationally recognized design strategist, writer and educator, Moira has directed global design/business solutions that honor the essence and heritage of organizations, institutions and brands.

Prior to joining PepsiCo, she was Senior Director, Global Design for The Hershey Company, where she built and led a strategic global design function, set global design standards and globalized the company’s flagship iconic brands, while advancing Hershey’s internal design culture and external reputation.

Formerly Coca-Cola’s Group Director Strategic Design, Design Director North America, she led development of the acclaimed redesign of the Coca-Cola visual identity system that won the first Grand Prix for Design and Golden Lion for packaging at the 2008 Cannes Awards. At Hallmark Cards, she built and led the corporate design group and leveraged design as a corporate asset. She was Chair of the Communication Arts department at Otis College of Art and Design; strategic design manager at international design consultancy Pentagram; and creative director for leading Japanese fashion retailer Taka-Q.

She speaks frequently on design, design thinking and design’s strategic role in business. Her essays and criticism have been published globally in leading design publications and anthologies. She was past president of The Professional Association for Design AIGA’s Center for Brand Experience; president of AIGA’s Los Angeles and Kansas City Chapters; served as a director on AIGA’s national board; and was named an AIGA Fellow.


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