Kelli Williams is the CEO of The BrandLab (TBL), a nonprofit organization that breaks down barriers within the marketing and advertising industry and empowers the next generation of creative thinkers to prosper in inclusive workplaces.
Your Story — Tell us about your journey: How did you get your start? How long have you been in business?
My journey as a teenage mom and a deep desire to create opportunities for my son have propelled me in my career. I graduated college with a degree in communications. When I realized I had no idea what to do with that degree, I went to graduate school for journalism and mass communications. Once I was exposed to mentorship and marketing, I finally knew where to bring my diverse skills and ideas together to make a difference.
I spent about 20 years in agency and corporate marketing roles. I love marketing, but it was hard being the only person of color. As I advanced in my career, it was hard being the only woman at the leadership table. Being a double-only—the only person of color and the only woman—is hard.
It’s my job to break down the glass ceilings, to break through the walls, and to open the doors for the people who come behind me. This belief drove me to get involved with The BrandLab, where I have spent over a decade as a volunteer, internship supervisor, mentor, coach, advocate, and champion. Today, I am the organization’s first Chief Executive Officer of color.
Your Inspiration — Who or what has inspired you and The BrandLab to keep moving forward?
It’s a pivotal time for The BrandLab. I am now elevating and implementing our new strategic plan, which includes simplifying and rightsizing our programs to align better with our four pillars—equity, exposure, access, and opportunity—and focusing on core strategies with the most impact.
This will allow TBL to bring our mission to scale—taking on more partnerships, signing on more young people, and creating a more purposeful and productive workforce pipeline.
The world recently observed the third anniversary of George Floyd’s murder and the following racial and social uprising. That was a time of reckoning for the marketing and advertising industry—people recognized the significant equity gaps in a profession with profound effects on culture. In the current economy, DEIB (Diversity, Equity, Inclusion, and Belonging) budgets are at risk of being cut. This is no time to stall; TBL has the skills, strategy, and momentum to keep moving equity forward.
Your Purpose — Why do you do what you do? What makes it
meaningful to you?
My purpose on this earth is to create opportunities for the generations who come behind me. Specifically, my daughter’s generation, young women and people of color, who I want to have opportunities that my generation and I had to fight hard for.
I am honored to lead TBL into the future. I know I am exactly where I’m supposed to be, and I am positive my 20 years of experience have prepared me for this mission of radical change.
Your Motivation — Within the work you do and the experiences you cultivate, what matters to you most?
My motivation is the young people we serve. I see myself in our participants. I also see my daughter. I know how hard it was for me, and I don’t want it to ever be that hard for anyone else. I want to do my part to get this industry ready for them.
Your Goal — What’s next?
My goal for The BrandLab is to fulfill our vision: People of color launching and sustaining careers in workplaces of inclusivity and belonging.
Your Connection — How did you cross paths with Knock?
As a fantastic longtime partner of The BrandLab, KNOCK supports us across all four of our pillars, helping us fulfill our vision.
Part of our organization’s approach to maintaining expenses and staying connected with the industry is to share space with agency partners. The agencies allow us to use their space and amenities as an in-kind donation. The BrandLab currently resides inside the KNOCK agency.
Final Thoughts:
It is an honor and joy to collaborate with Williams and The BrandLab team. To learn more about the organization, visit www.thebrandlab.org