Jeanine Liburd, Chief Marketing and Communications Officer of BET, and I met last year at Brandweek in Palm Springs. As I sat listening to her talk about one of my favorite topics, Culture, I just knew I had to have her as my guest on CMO Moves. Not only did Jeanine dive deep into Culture, she went deeper into a driving factor of Culture, Passion.
Later that day, I found myself sitting next to Jeanine in a workshop around “The Human Factor”. As we played our cards (literally, cards with defining characteristics on them) to what we thought would build and uphold an inclusive, healthy organization, I was fascinated with how creatively she assembled her top five.
In this episode, Jeanine shares her moves as Chief Marketing and Communications Officer of BET which includes PR, Creative, Marketing, Events and Corporate Responsibility.
As her first campaign going into that role, she passionately led “#YesToBlack”, which smartly gave The New Edition Story an even bigger reason for being. Jeanine brought together both the external and internal perspective and strategically enrolled all aspects of the BET brand to align the company around this idea.
“Even our holiday cards were ‘Yes to Us’. It was a reaffirming act, it was a way to give everybody a big hug.”
Join us in this exploration of how BET is centering all their programming and activities to support and help advance the culture they represent. Find out how Jeanine translates emotion into passion to make meaningful progress in a world where, unfortunately, racial strife still exists.