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Great marketing isn't about reaching more people -it's about making the right people feel understood

Audience Insight Before Content: building messaging that resonates across diverse markets

Many organisations create more content than ever before, yet struggle to build genuine connection because they are speaking to audiences instead of understanding them. Drawing on decades of experience leading marketing across financial services, retail, consumer goods and multicultural markets, Lauragaye explains why great messaging starts with insights about your target audience. That insight ensures your campaign will resonate and ultimately brings it to life, shaping everything from the content you create to the trust you build. Whether developing a corporate brand, a personal brand or launching a new venture, the principle remains the same: understand your audience first, then create a message in which they can recognise themselves.

About Lauragaye Jackson

Lauragaye Jackson, podcast guest

Global Marketing Leader and Executive Coach

MBA Schulich School of BusinessDual accredited ICF ACC and Association for CoachingChartered Marketer Canadian Marketing Association5 sectors CPG, retail, insurance, finance & resources

Lauragaye Jackson is a global B2B and B2C marketer whose career has taken her through Fortune 500 companies in CPG, retail, insurance, financial services, and natural resources, leading work across Canada, the U.S., and the Caribbean. She has spent years building brands, shaping full-funnel strategies, and helping organizations connect with everyone from high-net-worth clients to mass, newcomer and multicultural consumers. What runs through that work is a sharp understanding of people: how trust is built, how buying decisions are made, and how marketing lands differently across cultures, life stages, and markets.

Her experience sits at the intersection of brand and performance. Lauragaye has led teams, developed content that engages, and used digital strategy to drive quality leads and profitable growth, all while working inside complex businesses where relevance matters as much as reach. Having worked across industries and geographies, she brings a practical understanding of how companies grow without losing sight of the people they are trying to serve.

That perspective became more personal when her own successful career took an unexpected turn. When her executive role was eliminated, Lauragaye found herself confronting questions many accomplished professionals know sense privately: what happens when the title changes, how confidence holds up during disruption, and how to keep evolving and reinventing when the next chapter is not yet clear?

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