BET CMCO Jeanine Liburd Humanizes Culture With Passion to Enact Meaningful Progress

She discusses her role in #YesToBlack, The New Edition Story and more

BET's Jeanine Liburd is focused on advancing culture in her role as CMCO. Getty Images
Headshot of Nadine Dietz

Jeanine Liburd, chief marketing and communications officer of BET, and I met last year at Brandweek in Palm Springs. As I sat listening to her talk about one of my favorite topics—culture—I knew I had to have her as a guest on CMO Moves. Not only did Jeanine dive deep into culture, but she went deeper into a driving factor of culture: passion.

I found myself sitting next to Jeanine in a workshop around “The Human Factor” later that day. We played a card game designed to showcase what we thought would build and uphold an inclusive, healthy organization. I was fascinated with how creatively she assembled her top five cards.

In this episode, Jeanine shares her moves as CMCO at BET, which includes PR, creative, marketing, events and corporate responsibility. As part of her first campaign in the role, she passionately led #YesToBlack, which gave BET’s miniseries The New Edition Story an even bigger purpose. Jeanine brought together both the external and internal perspective and strategically enrolled all aspects of the BET brand to align the company around this idea.

Jeanine speaks on how BET is centering all their programming and activities to support and help advance the culture they represent. Find out in the episode below how Jeanine translates emotion into passion to make meaningful progress in a world where racial strife still exists.

This story first appeared on Marketer Moves, an Adweek publication.


nadine.dietz@adweek.com Nadine Dietz is chief community officer at Adweek and host of the CMO Moves podcast.
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