Variety's Transformation: Dea Lawrence on Digital Strategy, and Fandom

It's Women's History Month 2025, and we're kicking off the month with a brand new episode of The Marketing Rapport featuring Dea Lawrence, Chief Operating and Marketing Officer at Variety. Dea joins Tim Finnigan to discuss Variety's evolution in the digital age. Dea shares her unique career path, transitioning from acting to sales and eventually leading Variety's marketing strategy. She highlights the importance of understanding your product and aligning sales and marketing efforts. Dea explains how Variety, a 120-year-old brand, stays relevant by embracing digital platforms, engaging fan communities, and creating video content like the Emmy-winning "Actors on Actors." She emphasizes the need to balance data analysis with intuition when making strategic decisions. Dea also discusses Variety's successful expansion into music and plans to explore the gaming and sports industries. The views, thoughts, and opinions expressed are those of the speaker and do not necessarily represent the views, thoughts, and opinions of ActiveProspect. The material and information presented here is for general information purposes only.This podcast is not intended to replace legal or other professional advice. The Lead Intelligence, Inc. (dba InfutorData) and ActiveProspect LLC names and all forms and abbreviations are the property of its owner and its use does not imply endorsement of or opposition to any specific organization, product, or service.ACTIVEPROSPECT DISCLAIMS ALL LIABILITY ARISING OUT OF ANY INDIVIDUAL'S USE OF, REFERENCE TO, RELIANCE ON, OR INABILITY TO USE THIS PODCAST OR THE INFORMATION PRESENTED IN THIS PODCAST.