Lanae Jackson directs Nissan’s multicultural, (African-American, Asian, Hispanic and LGBTQ), strategic framework that develops and implements key initiatives to increase awareness, drive purchase consideration and achieve sales objectives.
She also leads a cross-functional team, which oversees the marketing communications and media for the multicultural consumer segments, identifies trends, and tactics to achieve Nissan’s goals.
Lanae will be at Red Letter Day giving us insights to the “A Wrinkle in Time” promotion using a social video campaign and special integration with the nonprofit Black Girls Code. Lanae says “Our mission is to engage with all consumers within big media moments, such as Disney’s “A Wrinkle In Time,” Habitat for Humanity’s “Home is the Key” giving campaign, the Mexican National Team partnership, BET Awards, Gay Softball World Series and Latin Grammy Awards.
“Representation matters and it is my responsibility to ensure women are shown in a multifaceted light,” explained Lanae. “I would like for women to see themselves accurately reflected in marketing campaigns…from in front of the camera to behind the scenes, so that everyone will #SeeHer.”
In this position, Lanae is particularly proud of her work in the recent marketing campaign to support the launch of Disney’s “A Wrinkle in Time.” The digital campaign consisted of a social video series where Nissan highlighted African American leaders in the film and technology industries. It generated over 27M digital impressions.
Looking ahead, Lanae understands the changing cultural demographics in the United States and embraces the shift it will cause in advertising. “The US is becoming more diverse and it is imperative that we create advertising that resonates in a culturally relevant and genuine way to audiences,” Lanae says. She believes the “total market” marketing approach will become more common, however, “understanding and communicating cultural nuances will be key in building relationships and with a diverse audience.”
We are thrilled to learn more about Nissan and their partnership with Disney. Do you want to hear Lanae tell us more? Join us on August 17th in Nashville at Red Letter Day. Tickets here.