How Joy Work Drives Brand Success

In this episode of Breaking Through the Mayhem, host Michele Ching talks with Suzie Bao, a transformative marketing leader and diversity advocate, about her journey navigating cultural barriers as an Asian American woman and building a legacy of authenticity and impact.

With over 20 years of experience leading strategic marketing campaigns for top brands, Suzie has built a career at the intersection of innovation, inclusion, and business success. Suzie shares how her “joy work”—mentoring, community building, and championing representation—has become central to her role at IW Group, where she leads groundbreaking multicultural campaigns that bridge brands and culture.

Key highlights:

• The power of “joy work” in aligning purpose with career and driving meaningful impact.
• Overcoming barriers as an Asian American woman in leadership and paving the way for others.
• Using AI for good in award-winning campaigns, like McDonald’s “Sweet Treats,” which bridged generational language gaps through innovative technology while celebrating intergenerational family bonds.
• Leading cultural-forward campaigns that empower underrepresented voices.

Suzie’s story is a powerful reminder that joy, authenticity, and perseverance can create lasting change for individuals and their communities.