[Apex in the News]: How Mercedes CMO Melody Lee Is Selling an Idea, Not a Car

As the marketing brain behind Mercedes in the U.S., Melody Lee is pushing to get in front of an entirely different audience.

“Building cars is an old business, and right behind that is the business of selling them. Melody Lee doesn’t sell cars, per se. Because as Mercedes-Benz North America’s straight-talking chief marketing officer, tasked with changing intangibles like brand perception and awareness, she’s pushing for the more abstract….

To give back to the community, Melody Lee has been on the board of Apex para la juventud for the past four years, which is a New York–based nonprofit that empowers Asian American youth from immigrant and low-income backgrounds.

‘It’s about offering generational change for the Asian community,’ Lee said. ‘Helping children is core and fundamental to what Apex for Youth does, but for me, there’s a much loftier goal: If we can unlock their potential, help them see their way through a mental health crisis, or get them mentorship, it can really create a more equitable future. If you can change the trajectory of an Asian child’s life, it will shift the generation going forward.’”

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