What does it take to gain a deeper understanding of what truly connects brands to people? 

In this episode, Sharifa Khan sits down with Lauragaye Jackson, a seasoned global marketer, fractional CMO, and executive coach, for an honest conversation about the past, present, and future of multicultural marketing in Canada. Lauragaye draws on a career spanning CPG, retail, financial services, and natural resources across Canada, the US, and the Caribbean to share the lessons that have shaped her thinking.

In this episode, discover:

• Why insights are at the very heart of multicultural marketing
• How to keep your core brand intact while resonating with diverse communities
• The "umbrella" framework for aligning multicultural and master brand messaging
• Why curiosity is as critical as lived experience in this space
• How to build the internal business case, and why showing ROI is non-negotiable
• The short game vs. the long game, and why one-year commitments can set brands up to fail
• How to avoid stereotyping and why testing before launch matters
• The untapped potential of newcomers to Canada
• Why AI is set to unlock personalization at scale in ways that weren't financially feasible before

Biographies

Guest: Lauragaye Jackson is the founder of Grow & Flourish Consultants Inc., an ICF and AC accredited executive coach, and a fractional CMO with deep experience in B2B and B2C brand marketing across multiple industries and countries. Most recently, she led international and multicultural marketing at RBC, where she strengthened the bank's brand presence among Canada's diverse communities. 

Host: Sharifa Khan is the visionary founder of Canada’s multicultural marketing discipline. She is also the founder and CEO of Balmoral Multicultural Marketing. Her firm, having celebrated more than 35 years in business, continues to innovate at the top of its field. In 2021, Sharifa received the industry’s highest honour, as an inductee in the prestigious Canadian Marketing Hall of Legends.

🎧 Subscribe, share this with a colleague, and leave a review, then tell us: what is the biggest multicultural marketing question you want answered? 

About The Multicultural Marketing Podcast:

Hosted by Sharifa Khan, founder and president of Balmoral Multicultural Marketing, this is Canada's first podcast dedicated to the art and business of multicultural marketing. Each episode features senior marketing executives sharing their experiences, insights, and lessons in reaching Canada's diverse communities.

LinkedIn:

Sharifa Khan: https://www.linkedin.com/in/sharifa-khan/

Balmoral Multicultural Marketing: https://www.linkedin.com/company/balmoral-multicultural-marketing/

IG: 

@sharifa7147
@balmoralmulticultural
@kekadasgupta

Resources:
www.balmoralmkt.com | 416.364.0046  |  [email protected]


Credits and Acknowledgements:

·      Keka DasGupta – executive producer

·      Daniel Ho, ReMarketing Company Inc. ...