Impacting the Culture in an Uplifting Way
In keynote remarks followed by an insightful moderated conversation, Obsidianworks CEO Chad Easterling shares key takeaways on creating a mission-driven strategy. Easterling illuminates how internal team and workplace culture reflects external goals for impact, offering guidance on how to build an uplifting workplace that embodies your organization’s mission.
The Importance of Representation
In this program of keynote remarks followed by a moderated conversation, Chad Easterling – marketing expert and CEO of Obsidianworks – unpacks how feeling represented is just as important as seeing representation, because to see and feel it means that you are being heard and acknowledged.
Welcoming Diverse, Multicultural Perspectives in Branding
In this informative and engaging talk, Chad Easterling reveals why brands need to begin to not only look at the demographics, but the psychographics as well. Easterling, the co-Founder and CEO of Obsidianworks, shares that no one race is monolithic and empowers audiences to transform their storytelling in marketing and branding to create more impactful ads and campaigns through diverse, multicultural perspectives.
Chad Easterling is CEO of Obsidianworks, a culture-powered marketing agency he co-founded with business partner, Michael B. Jordan. Founded in November 2020, the company specializes in cultural connectivity through brand strategy, digital and social impact.
Obsidianworks was built out of the desire to establish a full-service advertising and marketing agency reflective of Easterling and Jordan’s diverse upbringings. Working closely with their talent and brand partners, Obsidianworks creates and executes innovative and culturally resonant campaigns and activations that connect with multicultural consumers. Their roster of clients includes Target, Legacy Classic, Meta, Marriott and more.
Easterling is an experienced marketer, overseeing Jordan’s holistic brand strategy and partnership portfolio. Prior to partnering with Jordan, Easterling spent more than a decade at Nike, working across several categories and territories including both Nike and the Jordan Brand. While there, he spearheaded key brand moments and disruptive campaigns, including World Basketball Festival, All-Star Weekends and Basketball Never Stops, as well as built robust strategies for key signature athletes and products, including LeBron James, Kevin Durant, Kobe Bryant, Russell Westbrook and Zion Williamson.
Understanding the role that Nike plays in inner cities and the powerful impact those communities have on culture, Easterling effectively helped connect and establish both brands on a grassroots level through Summer Leagues, high school basketball, NBA, and most importantly, throughout the community.
Chad is a proud to have attended Hampton University, where he received his degree in Sport Management, graduating with honors in 2009. While at Hampton, Easterling was a member of the Men’s Basketball team and served on the SAAC Committee.