Though celebrating 150 years in operation in 2024, security company ADT continues to evolve and innovate within its category. It’s in the midst of a marketing transformation that encompasses technological innovation, new media allocation, customer communications and—most importantly—its go-to-market strategy. We spoke with DeLu Jackson, Executive Vice President and Chief Marketing Officer at ADT, about the company’s transformation, challenges, innovations and more. Stay tuned for part two of our conversation with Jackson, which will dive deeper into the brand’s approach to customer journeys, demand planning, digital attribution and DEI strategy.
Chief Marketer: You’ve spoken about a marketing transformation that is currently happening at ADT. Can you provide an overview?
DeLu Jackson, Executive Vice President and Chief Marketing Officer at ADT: It’s a go-to-market transformation, includingmarketing. That’s a really important part of how we go to market. My role includes marketing, inside sales (so, about 900 advisors), as well as PR. We call it more …