How Makeda Bell leads multicultural marketing at Microsoft

Even though corporate diversity, equity and inclusion (DEI) efforts have been deprioritized compared to a few years ago, Makeda Bell has stayed focused on building relationships between her company and historically marginalized communities. See all of Ad Age’s 40 Under 40 honorees here Bell, 30, is senior multicultural marketing and communications manager at Microsoft, where she develops strategies to connect specifically with Black and African American audiences. These efforts have sought to break free from the lip service big tech companies often pay when it comes to promoting their innovations. “When you work at a tech company, you can kind of get stuck in a rut,” said Bell. To shake things up, Bell aims to demonstrate to the Black and African American communities how Microsoft’s tools can help with things they already care about, such as entrepreneurship, she said. Creator partnerships are at the center of this messaging, including a video series tie-up with food influencer Keith Lee and deals with lifestyle influencers that promote Microsoft’s growing AI arsenal. Bell has also helped Microsoft increase its presence alongside a variety of media partners, including Ebony magazine and Refinery29. With Bell at the helm, the tech giant made its biggest splash yet at this year’s AfroTech Conference. If you could have dinner with one person, alive or dead, who would it be and why? If I say anyone other than Beyoncé, then I’m lying to myself and all the people who know me best. So, Beyoncé because of the legend that she is. A close second though would be Cicely Tyson—a pioneering woman with so much wisdom and heart. What are the top two social media sites you use on a regular basis? TikTok, of course. Helps me stay fresh on trends and creators. My favorite creator trio right now that always fills my FYP [“For You Page’] is Raymonte, DeAndre Brown and Malik McIntyre. I just love how they are authentically highlighting Black queerness and breaking boundaries for Black creators in general. And YouTube. I’m a long-form content lover, so vlogs and filmed podcasts are a daily watch for me. Plus, I watch an Apartment Life or Black House Radio video almost every time I’m getting ready. What’s currently on your bedside reading list? “A Love Song For Ricki Wilde” by Tia Williams. What was the last show you binge-watched? I gave into the hype of “Love Island USA” and binge-watched the entire season before the finale. No regrets on that—huge fan of Serena and Kordell. Also, I still randomly rewatch “Insecure” from beginning to end because it’s just that much of a classic. At what age do you hope to retire? I’m hopeful that in my 60s, I can retire from the workforce but will have found something that still fuels my passion for learning and impact. See all of Ad Age’s 40 Under 40 honorees here

How Makeda Bell leads multicultural marketing at Microsoft

Featured Stories