GM's Heather Stewart on Driving Change and Empowering Diversity in Media (Video)

Heather39s Unconventional PassionHeather39s journey into the automotive industry began with an unconventional spark her childhood fascination with cars It was her mother39s job at a renowned motor company that ignited the flame Young Heather would eagerly wait in the driveway for her mother to bring home different cars a ritual that soon evolved into a deep love for automobiles Despite not possessing an engineering background she had an innate ability to connect with the essence of every vehicleFrom Saab to GM A Unique TransitionHeather39s career took an unexpected turn when she joined Saab a Swedish car brand known for its quirkiness This leap into the unknown was nothing short of audacious given the industry39s norms As she arrived at the Saab LA office she encountered a brand that was as unique as the consumers it attracted The diversity among Saab39s customers fascinated herHere Heather unearthed a pivotal truth to excel in marketing one must decipher consumer behavior It39s this realization that unlocked the door to her future success As Saab eventually came under GM39s umbrella Heather39s journey within the automotive giant beganThe Heartbeat of ChevroletAt GM Heather sought to find where the energy flowed most freely She found it at Chevrolet a brand deeply rooted in the hearts of consumers Chevrolet trucks in particular resonated with people and contributed significantly to the brand39s volume and profitability Heather stepped into the realm of Chevrolet truck advertising a role that would become pivotal in her careerManaging massive media budgets at Chevrolet Heather embarked on a mission to understand consumers who were vastly different from herself Her relentless dedication to understanding diverse consumer needs and preferences propelled her forward During her tenure she contributed to iconic Super Bowl commercials and made her mark in the highoctane world of NASCARMulticultural Consumers The Catalyst for ChangeHeather39s commitment to diversity became the driving force behind her work She recognized that the growth in the automotive industry was intricately tied to multicultural consumers To stay ahead GM needed to forge emotional connections through advertising and media with these diverse audiencesRedefining Media Lifting Smaller VoicesAs Heather delved deeper into the industry she uncovered a systemic issue a media machine that inadvertently excluded smaller diverse media companies These companies struggled to find a seat at the table often relegated to junior media planners This realization fueled Heather39s determination to effect changeGM initiated a transformative plan to support these overlooked voices Partnerships were restructured a 30day payment system was established and multiyear agreements were introduced Collaborations with agencies dentsu and Martin Retail led to the development of teams of experts dedicated to diversity commitments Constructive feedback sessions became the normA Legacy of SuccessHeather39s vision extended beyond her own career She aims to create a sustainable framework for success one that future leaders will inherit Her dedication was met with unwavering support from GM39s leadership including CEO Mary Barra She set a standard of inclusivity that transcended her roleOneVoice for Growth InitiativeHeather39s unwavering commitment aligns seamlessly with the OneVoice for Growth initiative launched by MediaVillage Education Foundation This industrywide effort seeks to unite all stakeholders brand marketers agencies media publishers and more to advance diversityAdvancing Diversity Hall of HonorsIn acknowledgment of Heather Stewart39s and GM39s unwavering commitment to diversity they will be inducted into the Advancing Diversity Hall of Honors This recognition is a testament to their exemplary leadership and dedication to driving change in the media industry To acknowledge GM and the leadership of Heather Stewart and her colleague Brianne BolesMarshall along with other inductees join the industry leadership gathering in New York City on April 11 Learn more at httpsweekadvancingdiversityorgJoin the MovementHeather Stewart39s story is a powerful testament to the transformative potential of determination and inclusivity To learn more about her remarkable journey and GM39s unwavering commitment to diversity watch the full interview above or at wwwLegendsLeadersorg

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GM's Heather Stewart on Driving Change and Empowering Diversity in Media (Video)

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