Here's how Kim Paige, EVP and Chief Marketing Officer at BET Networks, is taking multicultural marketing mainstream:
Paige joined BET in September of 2019, bringing decades of experience in marketing and branding with companies like Coca-Cola and Sundial Brands. Paige’s passion for marketing is driven, in part, by her lifelong fascination with the way people think and her mother’s career as a psychologist.
Over the decades she’s spent in marketing, Paige notes that she’s always brought her whole self to work, and for her, that has meant considering how products/spaces related to African American audiences and consumers like herself. So, when she was offered a multicultural marketing role at Coca-Cola, she used the opportunity to introduce her colleagues to the idea of multicultural marketing as a norm instead of a sub-category.
“If the work you’re doing is meaningful and it matters, it will move the cases, or it will move the metric, or it will drive ratings. But it has to be rooted in something that is meaningful and matters. If not, you’re going to go through a series of work and activity that’s not going to land with impact.”
So far, her efforts have included connecting with younger audiences through experiential marketing , creating a consumer product strategy for BET, helping to deliver BETs COVID-19 efforts which raised $18 million dollars with 44 organizations for markets hard hit by the pandemic.
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