Our celebration of Asian American Pacific Islander creative excellence for AAPI Heritage Month continues with Minjae Ormes, CMO of Visible, the first all-digital wireless carrier in the U.S. In her post, Ormes steers all of the brand’s strategic marketing efforts, including brand, creative communications, social, product marketing, e-commerce and more.
Prior to Visible, Ormes led the global partner and media teams at YouTube, where one of her most important efforts was the launch of the platform’s first global campaign celebrating top creators. Ormes’ career also included stops at Walt Disney Studios, National Geographic Channel and the Tribeca Film Institute.
“Once you meet Minjae you realize that she’s a force of nature,” says this week’s guest editor Aisea Laungaue, partner and chief strategy officer at Anomaly L.A. “She’s a champion of underrepresented voices and walks the talk when it comes to turning diversity intentions into real-world actions. I was lucky enough to parner previously with her at YouTube and when you meet her, you’re left in no doubt why she was named to this year’s GoldHouse list for being one of the best AAPI leaders in the business world.”
Throughout her career, Ormes has strived to lead her companies with a holistic approach to equity, inclusion and engagement in order to better support the professional development and advancement of women, LGBTQIA+ and BIPOC professionals. Here, she shares a significant effort she’s led as Visible CMO, a campaign for Mental Health Awareness Month that has sought to bring visibility to and encourage conversations around the issue.
As a brand deeply rooted in an inherently accessible product, we strive to live up our namesake of Visible, by giving visibility to communities and voices that have been traditionally overlooked or underrepresented. This month, we launched the #SimpleCheckIn campaign to add to the increasing awareness and support for mental health issues here in the U.S. and bring to light some important conversations that are happening.
We’ve all been through a particularly stressful year of trauma—big or small, everyday and life changing, fleeting yet lasting—and we wanted to be a part of the increasing efforts to remove the stigma, invisibility, and silence about mental health and well-being. We partnered with the Mental Health Coalition who created a Roadmap to Friends Supporting Friends guide, and a number of influential creators like @lavernecox, @busyphillips, @blairimani, @corpusren and @pinkmataray, who encouraged everyone to extend simple but powerful gestures of checking in on their loved ones. We also wanted to be thoughtful and intentional about partnering with organizations like the Mental Health Coalition and the creators who represent the many different dimensions and communities who face this collective challenge.
I’m incredibly proud of my team’s work here, as this is a culmination of our commitment and aspiration to build a brand that champions equity and community in our product experience, messaging, and partnerships. This is the kind of work I hope to continue to do, and open up the aperture of representation, visibility, equity, and inclusion.