Marketing Professionals Who Identify as LGBTQ

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Marketing is the process of building a strategy to create a relationship between a product and the individual consumer with the hopes of convincing that consumer to acquire the product for their personal use. The marketing industry has become an important player in today's consumer society and helps to drive economic activity including production, jobs, innovation, invention, and other forms of creativity.

One of the aspects of marketing is recognizing niche markets and developing specific strategies for that niche. The LGBTQ community is one such niche market, and specific marketing strategies have been developed to cater to the LGBTQ community. Having prominent LGBTQ individuals in the marketing industry helps to create successful marketing strategies that are thoughtful and speak to the community in authentic, non-stereotypical ways to build trust and product loyalty.

Studies show that, in the developed world, the LGBTQ community as a whole reports having a positive economic outlook. This translate into more spending money to buy products and services. LGBTQ households also tend to spend more than non-LGBTQ households on media, wine, computer and electronic products, pet care, liquor, shaving products, men's toiletries, candles/incense, fresheners/deodorizers, beer, and coffee.

The standard title for individuals in this business is Chief Marketing Officer. The important role of marketing in the economy is witnessed by the range of industries in which these LGBTQ marketing individuals work. They include sports, healthcare, financial services, fashion, media, retail, technology, tourism, and more. LGBTQ individuals hold senior positions in some of the worlds largest tech companies including Facebook, Google, LinkedIn, Booking.com, Airbnb, and BigCommerce. The presence of the community in the sports world is notable: LGBTQ individuals head up marketing in baseball for the Baltimore Orioles, Florida Marlins, Los Angeles Dodgers, and Kansas City Royals; in basketball with the NBA and the Brooklyn Nets; USA Rugby; and of course the Gay Games.

A number of books have been written about marketing to the LGBTQ community. These include 'Business Inside Out: capturing millions of brand-loyal gay consumers' (2006) by Robert Witeck, 'Selling Out: the gay and lesbian movement goes to market' (2000) by Alexandra Chasin, and 'Coming Out of the Closet: Exploring LGBT Issues in Strategic Communication with Theory and Research' (2013) by Peter Lang.

We have identified the following prominent LGBTQ individuals in the marketing industry. Simply click on their names to read their fascinating biographies.

Australia

Canada

  • Heather Conway - Executive Vice President of Marketing, Creative Services & Public Affairs Broadcast Group at Alliance Atlantis Communications Inc.
  • Gerald Crowell - Head of Global Marketing, Healthcare and Life Sciences, KPMG
  • Chad Goldman - Vice President Marketing, CauseForce
  • Timothy Thompson - TD Bank Financial Group
  • Ryan Tollofson - Vice President Product and Portfolio Marketing, Echoworx
  • Dave Wilkin - Redwood Strategic

Germany

Great Britain

Israel

Nigeria

Russia

Singapore

The Netherlands

  • Arjan Dijk - Senior Vice President & Chief Marketing Officer, Booking.com
  • Neil Tallantire - Senior Vice President Marketing, Diageo

United States

See Also

Further Reading/Research


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