How Maya Lasry Got To Where She is Today: ‘Fast & Furious’ Ads and Early Social Media

When Maya Lasry started out as creative coordinator at Universal Pictures in 2014, little did she know she was about to embark on the career ride of a lifetime. Her passionate yet humble nature, along with her rapidly evolving skillset, has led her to market one of the most widely recognized film franchises in America. And a few other notable brands along the way. As CMO of Seven Bucks Productions, owned by Dwayne Johnson and Dany Garcia, Lasry oversees worldwide marketing across all films, television, businesses and brands for Dwayne Johnson and Seven Bucks. Such brands include UnderArmour’s Project Rock, ZOA Energy, Teremana Tequila and all global film and television campaigns starring Johnson and produced by Seven Bucks Productions. Prior to Seven Bucks, Lasry credits her foundation in global marketing to her time at Universal Pictures marketing films such as Skyscraper and the infamous Fast & Furious Franchise. Additionally, she has witnessed the digital landscape unfold and has been taking notes since the early social media days. How did you get to where you are today? My years at Universal Pictures Marketing contributed largely to where I am today. Having led creative advertising campaigns across theatrical tentpole films, including the Fast & Furious Franchise and Skyscraper, I acquired a creative skillset and experience level in entertainment marketing on a global scale. Prior to Universal Pictures, I worked as an independent digital brand consultant—building campaigns for small businesses through new media tactics and emerging technologies—in the early days of social media advertising. This experience gave me great exposure to different businesses during the evolvement of the digital marketing landscape—in its most pivotal time. How do you foster strong professional relationships as you grow in your career? My biggest priority is to always foster an inclusive, collaborative and rewarding culture among our internal team, reflecting the positive ethos of our Seven Bucks owners Dwayne Johnson and Dany Garcia. 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? Prioritizing my mental, physical and emotional health and practicing gratitude for those things. The past couple of years during the pandemic have made this more challenging, with so much constant change and uncertainty. I’ve found that being super disciplined in following a regular routine keeps me centered, balanced and feeling most in control. How do you view work-life integration, especially now, and what advice can you share with others who may be struggling with it? I know many people feel that as beneficial as the work-from-home culture has been in many ways, it’s also blurred the lines between our professional lives and our personal lives. It's important to work at a company that prioritizes personal well-being above all and strongly encourages a healthy, positive work/life balance. My dad always taught me if I have thoughtful ideas to contribute, to bring them into the room, no matter who else is present. Still, it can pile up and get stressful when a lot is going on. My advice would be to set specific boundaries for yourself and commit to them. 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? Typecasting in the workplace is unfortunately common—especially for women—and a lot of times on a subconscious, systemic level. There were times throughout my early career I experienced typecasting—and my best advice for other women when experiencing it is to demand the respect you deserve, even if it means you must have uncomfortable conversations from time to time. There are far too few women in leadership roles—and I’m grateful to serve as a head of marketing in a male-dominated industry. Dwayne and Dany always make a point to champion and embolden me as a leader. My advice to other women: surround yourself with people who share your values and beliefs, because tolerating discriminatory behavior is enabling i—and we work too hard for that! Who has helped you in your journey and how did they help shape your career? The most valuable person in my career journey has been my dad. He’s always encouraged me to outwardly show passion and ambition. He always taught me if I have thoughtful ideas to contribute, to bring them into the room, no matter who else is present. Sometimes it feels like there’s a perception that those who care too much are overzealous. The truth is passion about the work we do is contagious, makes us valuable and can only advance our careers. My dad taught me by example that staying hungry and fervorous keeps us humble. Architect Turned CEO on Building Next Gen Social Status in the Metaverse What’s the single best piece of advice you’ve ever received? Life is not a dress rehearsal—this is your only shot. Make the most of it and venture WAY outside your comfort zone! What does success mean for you? Success for me professionally and personally means always using our platform to make a positive difference in the world.