HBO Max has seen significant success since taking off last year and while the general market is more than aware of the incredible stories on there, it’s important to the HBO Max team that diverse audiences know they are seen as well. That’s where Jackie Gagne comes in.
Gagne has been a part of the multicultural team for the last 10 years. In 2020, she was named the svp of multicultural marketing at WarnerMedia for brands in the portfolio like HBO and HBO Max where she leads the strategy and development of marketing initiatives to connect Black, Latinx, AAPI and LGBTQ+ audiences to their programming. Since launching Human By Orientation in 2020 and Pa’lante! earlier this year, Gagne and her team have been hard at work on their latest initiative: Scene in Black.
Scene in Black will serve as a dedicated social destination to promote and support the telling of stories from the Black perspective. The initiative will support the brand’s efforts in diverse and timely storytelling by highlighting the AA-focused programming on the HBO Max platform.
All in all, Gagne is a force. For more of her story, check out the career wisdom she has gained in her diverse roles over the years, how she leverages the tools at her disposal geared towards leaders of color, and the ways in which her cultural upbringing played a role in the workplace.
ADWEEK: How did you get to where you are today?
GAGNE: I started my career at HBO. Every few years I would pursue new opportunities within the sales and marketing organization that allowed me to develop different skills and experience different leadership styles. I was also drawn to roles that involve launching new initiatives (that’s what eventually took me to Six Flags). I eventually returned to HBO to work on a new college marketing program and was ultimately recruited to help build the multicultural marketing team within Consumer Marketing.
Tell us about what you are doing now.
In my current role, I lead strategy and development of marketing initiatives to connect Black, Latinx, AAPI and LGBTQ+ audiences to our programming. My team creates culturally relevant campaigns and brand experiences to drive engagement among multicultural viewers while shining a light on the diverse stories, storytellers and talent featured on HBO Max.
How do you foster strong professional relationships as you grow in your career?
Pre-Covid, I would often catch up with colleagues over coffee or lunch every few months, [via] in-person meetings and sometimes by text. I’ve taken a more formal approach as the company has grown and I seek to meet people from across the business units.
What’s one way you’ve invested in yourself that’s had the most impact over the course of your career? What about within the past year?
I’ve taken advantage of as many professional development opportunities as possible, especially the tools that help meet the unique challenges that confront professionals of color in leadership roles. I’ve worked with an executive coach to dig into areas of growth, especially around leadership. Most recently, I worked with a public speaking coach to help me feel more confident about talking to the press and large audiences. It’s a skill I continue to work on as I grow in my career.
How do you view work-life integration, especially now, and what advice can you share with others who may be struggling with it?
It can be difficult to create boundaries and “shut off” when you’re working from home and interacting with people who live in different time zones. My advice to those who are struggling is to be very intentional about scheduling time for yourself during the day, even if it’s just 15 minutes. Take a short walk, listen to a podcast, close your eyes and breathe. We all need to recharge to do our best work.
Look for opportunities to demonstrate the skills others perceive you lack.
Can you recall a situation where you’ve dealt with typecasting in the workplace? And what advice do you have for other women on how to overcome typecasting at work?
At the manager level, I held a number of roles that focused on execution and process. I wanted to be a director but realized I had been typecast as a “doer” and there were doubts around my strategic abilities. My advice for other women who find themselves in similar situations is to raise your hand for stretch assignments. Look for opportunities to demonstrate the skills others perceive you lack. Be prepared to leave the organization if it becomes difficult to change mindsets.
What’s one tip you can share or something you’ve learned on how to handle salary negotiations or raises?
Do your research. Make sure you know your worth and the value you bring to the organization. It’s so important for women, especially women of color.
Who has helped you in your journey and how did they help shape your career?
I’ve been fortunate to work for some incredibly talented women, many of whom continue to be mentors. They helped shape my career in so many ways, including providing honest feedback on my performance, giving me exposure to senior executives and simply leading by example. I like to say I channel them all every day and ask: “What would Lucinda do? How would Angie handle this situation? Shelley would never agree to that!”
What’s the single best piece of advice you’ve ever received?
Allow yourself to be vulnerable. Vulnerability is what leads to trust.
I didn’t understand that earlier in my career. I thought I had to maintain professional distance to be taken seriously. A lot of that was driven by my culture and upbringing. I remember having lunch with one of my former bosses and her telling me I was trying too hard to be perfect, “People can’t relate to you if you try to be perfect all the time,” [she said]. She was right.
What does success mean for you?
Staying true to what I believe in at work and at home. Professionally, it means doing work that I’m passionate about and leading with empathy. Personally, it means being part of a community-centered around respect, generosity and diversity of thought.
