Webinar: The 5 Mistakes You're Making In Your Multicultural Marketing Strategy by NAA Career Webinar Series

About This Webinar

Look, we get it. In a world where diversity and inclusion is (finally) gaining momentum, it’s scary to think that you may make a misstep and get canceled by the culture that drives your business strategy. Your typical approach to marketing will no longer do. Now, your blindspots can crush your business. How can you make sure to avoid common mistakes when marketing to a multicultural world? We’re here to set you straight.

*This webinar is part of the Women's History Month Series, where we celebrate the incredible Northwestern women in our community and highlight the accomplishments they achieved.

Lori Hall '02

Lori J. Hall is co-founder and head of creative for the recently launched multicultural agency Pop’N Creative. Based in Atlanta, Ga., Pop’N Creative was established because she and co-founder Jessica D. Lane Alexander saw too many brands offend Black consumers in their marketing creative. They wanted to help brands do better with highly coveted multicultural audiences. Hall and Lane Alexander built Pop’N Creative to serve brands better and help them avoid the pitfalls of marketing in a multicultural world.

Prior to founding Pop’N Creative, Hall was Senior Vice President of Marketing for TV One, an African American targeted cable network. Under her leadership, she spearheaded the network’s new brand look and promise, which included a comprehensive creative overhaul of TV One’s on-air and off-air brand elements, including its new tagline, “REPRESENT.” She also led the new brand look and marketing for TV One’s recently launched Millennial and Gen-X targeted network CLEO TV. During her tenure at TV One, Hall managed all phases of marketing, including advertising and branding outreach efforts in order to maximize TV One’s business and programming objectives.

Hall was named a 2018 NYC Television Week “40 Under 40” honoree, a 2016 Multichannel News “40 Under 40” honoree, a recipient of the 2018 WICT “Know Yourself” award and has been a featured panelist for numerous industry events and conferences. She holds memberships with NAMIC and PromaxBDA, and is a Northwestern University graduate with a bachelor’s degree in communications.

Jessica Lane Alexander '08, '14 MBA

Jessica D. Lane Alexander is the co-founder and head of digital content and marketing of the recently launched multicultural agency Pop’N Creative. Based in Atlanta, Ga., Pop’N Creative was established because she and co-founder Lori Hall wanted to help brands authentically connect with the highly coveted multicultural audience.

Prior to founding Pop’N Creative, Lane Alexander was the Head of Digital & Social Content at TV One. She was responsible for all of TV One’s digital platforms including, online, social, mobile, and video on demand. She led the charge in creating a dynamic digital brand that drives audience growth while delighting and exciting fans. Lane Alexander delivered record-breaking traffic on TVOne.tv, increasing pageviews, unique users and video views double-digits year-over-year. Additionally, she developed and launched the award-winning digital and social exclusive series Unsung Live with viral success – more than 5 million video views and climbing.

Her work has won several industry awards including a Telly Award for the Family Matters Cast Reunion and Unsung Live, Creative Arts Emmy for the Team Coco Sync App, a PromaxBDA Promotions & Marketing Award for Conan and NAMIC Excellence In Multi-cultural Marketing Awards (EMMA) for both Lopez Tonight and the Meet the Browns campaigns. She received her B.S. in Journalism from The Medill School of Journalism at Northwestern University and her M.B.A. from the Kellogg School of Management at Northwestern University. Lane Alexander currently resides in Atlanta, Ga. with her husband Christopher K.G. Alexander. She was born and raised in Trenton, N.J.

Lucie Sandel

Lucie manages the Northwestern Alumni Association Career Webinars and the Northwestern Connects program, our global networking event that has the goal of reaching 100 locations worldwide on Tuesday, January 30, 2024.