INTRODUCING B CODE MEDIA…

Building a Category-Defining Media Product for Black Audiences

PROJECT OVERVIEW:

The launch of B Code marked a pivotal moment in multicultural marketing—a first-of-its-kind digital media solution built to help brands authentically reach and connect with Black audiences at scale.

Developed on My Code’s proprietary marketing platform, B Code emerged in response to a critical industry reckoning: despite increased investment, 76% of Black consumers felt brands still didn’t understand their culture. B Code stepped into this gap with a mission to elevate representation, deepen cultural understanding, and drive meaningful growth across the Black digital ecosystem.

Objective

I. Architect and launch a culturally grounded media product that drove measurable revenue growth while empowering brands, agencies, and publishers to engage Black audiences with authenticity, data-driven precision, and meaningful storytelling.

II. Establish My Code as the industry leader in values-driven multicultural marketing.

My Role

Director of Product Marketing

  • Defined product positioning, category narrative, and GTM strategy to establish B Code as a first-of-its-kind digital media solution

  • Led cross-functional alignment across product, research, sales, partnerships, and PR to drive a unified market entry

  • Architected and executed the full launch communications strategy — spanning earned media, social, and sales enablement

  • Secured and managed a strategic brand partnership with The Home Depot as the official launch collaborator, anchoring revenue credibility

  • Built the publisher ecosystem and audience segmentation framework, establishing 100+ premium publisher relationships

CAMPAIGN FRAMEWORK

Integrated GTM Launch Campaign

A multi-channel go-to-market strategy spanning five core pillars — each anchored in cultural authenticity and designed to drive awareness, credibility, and market adoption.

CONSUMER RESEARCH ~ PRESS ~ STAKEHOLDER EVENTS ~ SOCIAL MEDIA ~ PUBLISHER PARTNERSHIPS

Impact

B Code entered the market as a transformative product, redefining how brands engage Black consumers. Its launch shifted My Code’s multicultural strategy, established a new industry standard for cultural relevance, and unlocked significant new revenue opportunities for both advertisers and publisher partners.

Metrics of Success

  • Generated $15M+ in market share within the first year

  • Established a network of 100+ premium publishers

  • Reached 10M+ Black consumers across digital platforms in first year

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