Mercedes-Benz USA CMO Details Strategy to Court Gen Z While Retaining Core Buyers

Mercedes-Benz USA Chief Marketing Officer Melody Lee is tasked with maintaining the relevance of the 140-year-old heritage brand across multiple generations. She balances performance marketing to sell vehicles to older demographics with cultural marketing designed to make the luxury brand aspirational for younger, future consumers. (Melody Lee is a member of the WSJ Leadership Institute's CMO Council) Photo: WSJ Leadership Institute