CMO Melissa Grady Dias tells Insider Interviews host, E.B. Moss, why Cadillac is like the maverick of GM brands but is still infused with corporate cause-oriented values. In episode 40 learn how her team is tackling the marketing of what will be the first all electric line of luxury brand vehicles – using data, and creative driven by insights. This episode was recorded in September, and since then the new Lyriq has sold out of pre-sale reservations. So how did it get so popular? As Melissa explains: “I try to understand how and where my audience is consuming media, and how they're entertaining themselves. Then I try to be in those places, but to do it in a different way, so that it really breaks through.”
She and the team have done that through tying in with everything from gaming to 6-second ads, to tapping Michelin-rated chefs for experiential marketing!

Grady Dias is a marketer's marketer, a master of math and of insight-driven creative...with a heart. That combo is what’s helped infuse the corporate cause-oriented values and inclusion mandate into everything from gaming tie-ins to 6-second ads and experiential marketing to campaigns like Never Stop Arriving with spokesperson Regina King.
After discussing how she “followed her career north star to OnStar” we took some deep dives into how she is marketing the 125-year old brand, including:
• What it means to “show up differently” and how the Cadillac marketing team approaches the funnel differently, too
• With GM looking to go all EV and towards a zero emissions/zero crashes/ zero congestion world how Cadillac is at the forefront of that effort as an innovator brand
• Her three prong suggestion for future CMOs in following their own career north stars.

Insider Interviews aims to give you the “insider scoop” on media, marketing, and advertising, along with the human side of executives. And you’ll catch a very human moment around 20 minutes in...! But do enjoy all 40 minutes of this informative and jam packed conversation. And a little reminder, if you valued this, feel free to help support ANOTHER 40 episodes by sharing, reviewing, or even visiting https://www.buymeacoffee.com/mossappeal