Welcome to another special episode of the Marketing Vanguard podcast. Today, host Jenny Rooney connects with Melody Lee, CMO of Mercedes-Benz USA, where she oversees brand positioning, marketing strategy, and execution to ensure long-term growth and profitability.
Lee recounts her journey from growing up in Texas with immigrant parents, to her diverse career across various industries before joining Mercedes-Benz. She highlights the emotional connection people have with cars and Mercedes’ strategy to remain aspirational for all consumers.
She discusses the importance of brand relevance, balancing short- and long-term goals, and her approach to leadership, likening it to protecting and enabling her team. She also reflects on the risks she took during the 2008 Beijing Olympics and her admiration of Phillip Lim CEO Wen Zhou’s commitment to equity.
“If you give me something to believe in, I will make anyone believe,” she says on the podcast. “If you tell me to break through a wall, I will do it and build you a new one.”
Lee began her career in crisis communications and public affairs for the world’s biggest companies, including brand management and marketing for Cadillac, where she created the vehicle subscription category. This was followed by her time in strategic brand development at global beauty powerhouse Shiseido. Just prior to Mercedes-Benz, Lee had a stint in design as head of brand and product marketing for the Herman Miller and Knoll brands.
Key takeaways:
07:25 Marketing to Emotions in the Automobile Industry — Lee highlights the emotional aspect of automotive purchases, noting that buying a car involves extensive research, discussions, and test drives. Lee finds this emotional connection and the long product development cycle of the automotive industry particularly appealing. She contrasts this with the fast-paced beauty industry, where products are developed and brought to market within a year or so. The long-term strategic planning required in automotive marketing is what she finds most engaging.
12:44 Balancing Short- and Long-Term Strategies — Lee discusses the challenge marketers face in balancing short-term sales goals with long-term brand building. She explains the need to cater to both current buyers and future customers who might be inspired by brand awareness efforts. Lee highlights the dynamic nature of automotive marketing, requiring constant adjustment and flexibility.
16:10 The Importance of Brand Partnerships — Lee’s marketing team focuses on impactful collaborations, citing Mercedes’ long-term partnership with the Masters Tournament as a key example. Emphasizing innovation, they challenge traditional sponsorship models by working with partners like East Side Golf, an organization aiming to make golf more accessible and inclusive. Initiatives include supporting the Morehouse golf team and community events. Lee underscores their commitment to advancing both the sport of golf and their brand’s role within it.
