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.

My Role

Senior Product & Brand Marketing Lead

  • Led product positioning, GTM strategy, and narrative development

  • Oversaw cross-functional alignment across product, research, sales, partnerships, and PR

  • Directed launch messaging, social rollout, and sales enablement

  • Partnered with Home Depot as the official launch collaborator

  • Developed foundational offerings including publisher strategy, audience segmentation, and value proposition

Objective

Create and launch a culturally grounded media product that empowered brands, agencies, and publishers to engage Black audiences with authenticity, data-driven precision, and meaningful storytelling—ultimately establishing My Code as a leader in values-driven multicultural marketing.

The Strategic Approach

  • Build a Clear & Differentiated Product Narrative

  • Architect the Go-To-Market Strategy

  • Secure & Shape a Strategic Launch Partnership

  • Build the Publisher & Audience Ecosystem

  • Introduce the B Code Intelligence Center

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

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