Jenn and Kalli are kicking off Pride Month with Matt Conrado, founder and CEO of Alphabet Mafia, a disruptive brand consultancy redefining how brands show up for queer communities. In today’s episode, we cover how to challenge the status quo, amplify underrepresented voices, and reimagine what inclusive PR really looks like.
imPRessions Season 3 Episode #6 Transcript
Jenn: Hi, Kalli!
Kalli: Hi Jenn!
Jenn: So, as we embark this June pride month, a very important time for the LGBTQ+ community, I think you’re really going to enjoy our guest today.
Kalli: Oh, who’s joining us today?
Jenn: Matt Conrado is the founder and CEO of Alphabet Mafia. A New York City-based brand consultancy for queer marketers.
Kalli: Oh wow, that’s so interesting and definitely something we need.
Jenn: Yeah, he has had such an amazing career. He worked at PepsiCo. He’s worked with Lays and Gatorade, and he was recognized as an Ad Week Pride star for his work on Bubly. So I think he’s going to have a lot of really great insight to share with for, you know, clear young professionals who are looking to get into PR marketing and really bring to the table some ways that brands can become an ally, especially during this critical time in our country.
Kalli: That’s amazing and I’m really excited to have this conversation today. I think it’s one that a lot of people really probably will need to hear.
Jenn: Yeah, super,super important. So, as we continue the episode, Happy Pride to our listeners and we’re excited to welcome Matt!
[Intro Music]“First come the gays, then the girls, then the industry,” spoken by none other than PR royalty herself: Samantha Jones of Sex and the City. Today’s guest firmly believes marketing is no longer a one-size-fits-all approach and is diving headfirst into the world of niche communities, particularly queer marketing. Our episode today will cover the intersection of PR and LGBTQ+ advocacy with Matt Conrado, founder and CEO of Alphabet Mafia, a disruptive brand consultancy that brings queer marketing experts to the table.
In a time when we need to raise the voices of queer individuals and celebrate DEI in the workplace the most, we are honored to welcome Matt to our show today. Hi, Matt. Thanks for joining us!
Matt: Period! Samantha Jones! Yes, we love the queen. Hello.
Jenn: Gotta start with the queen! Gotta!
Matt: Of course! Thank you so much for having me.
Kalli: Of course, of course. We are so glad that you’re here today. But before we get started and talk about your incredible career, which obviously includes founding Alphabet Mafia, tell us a little bit about your background and how you got started in marketing.
Matt: Yes, absolutely. So, first of all, thank you so much for having me on here. I’m very excited. And yes, I think Samantha Jones is the queen, but I always like to say that my true mother is Kris Jenner, because that’s how I like to brand myself is the gay Kris Jenner, so we love both of them. They’re both iconic.
I was at PepsiCo for about 7 1/2 years, which was a long time. I worked across a ton of brands from Pepsi to Mountain Dew to Doritos, Lays. And then where I got a lot of my start for queer marketing was with Bubly sparkling water, and I’m so grateful to PepsiCo for really trusting me with that brand and building an identity that was core to queer people in the brand. Over the last two years, I kind of got a bit of the bug for the entrepreneurial side, and so I started working for a brand called Motto, which was started by the founder of Grindr and it was like a competitor to Grinder. So I touched that, then I was working with Queera Nightly for a little bit so I got involved in these Real Housewives brunches. And yeah, I started managing a DJ and was kind of just like, “Yeah, this is this is more fun. This is who Matthew is.” So that’s how I got started doing the Alphabet Mafia. In November, I got laid off, which was the best thing in disguise, so anyone who is feeling like they’re stuck or, you know, scared about being laid off, just know that there’s a new chapter that can open up.
And so in January, I launched the Alphabet Mafia consultancy really from this idea that, you know, I was always the token guy at work and I felt like this was a second job. I say it’s from my day job to my gay job and I was like, not only is it a second job, but I was like, people are doing this and have no idea what they’re doing in marketing, that have to do this for a bunch of companies. So that’s kind of why I got Alphabet Mafia started was to say, “Hey, I can do this for you, and all you have to do is lift and shift and pay.”
Jenn: I love that. Starting your company, it caters to queer individuals, which in today’s landscape, especially here in the U.S., I’d love to know – in starting this company and kind of having your own passion into what you’re doing – what does it mean to you? What does DEI mean to you in your own terms, and why is it an important part of your philosophy and Alphabet Mafia’s mission?
Matt: Absolutely. So you know, I think we all have to get used to – and what I love what people been saying – is like, “No, let’s say it: diversity, equity, inclusion.” Because that’s what it is. You know, we can sit here and we can make it, they want to make it as simple as an acronym and then have people just associated with it. But it is diversity, equity and inclusion. I think at the end of the day that’s all of our core values whether you want to say DEI or not. It’s a core value to every person, and I just think, like right now, we’ve been weaponizing the term and it’s our job to either rebrand it or lean in because I think we’ve been a little bit afraid of DEI and afraid of what the world thinks of it right now. But do you know what DEI is? DEI is ROI, and that’s what I’ve been saying.
DEI is – diversity, equity and inclusion is – return on investment and that’s how I was able to do my stuff at PepsiCo is because at the end of the day, we live in America. It’s the bottom line. You know, it’s all what happens to the bottom line and about money. So for me, I like to associate diversity, equity, and inclusion with return and impact. And so, what does that mean? Especially for the queer community?
We have a spending power of $1.4 trillion in the US. It was just noted from Gallup that nearly 1 in 10 of the US identifies as LGBTQ+. We’re one of the fastest growing cohorts, okay? And we’re also, when our community, when you want to purchase from us, purchase intent goes up by three times. So that’s what the conversation of DEI needs to be about. It’s not just, you know, an acronym that they want to throw in our face. We are actual impact that will affect your bottom line and you’re seeing that right now with Costco versus Target and versus all these other companies that are flip flopping and have been, you know, saying in the past that we want DEI, we want this, but no – it impacts the bottom line.
Kalli: You know what advice can we give to PR and marketing professionals who do want to integrate LGBTQ+ inclusivity into their work, especially in this landscape? Like they really don’t know where to start or how to handle it because everything is so in flux right now.
Matt: Totally. Well, the first advice I’d give you is to hire me – the Alphabet Mafia consultancy – I’m happy to help. That was, again, the reason why I created this because it was more so like, people who want to talk to community don’t know really how to, people who are afraid to, like, I’m there. But I will say the advice I’ll give is bring people from the community at the beginning. That’ll be the thing that will save you is talk to people in the community when it comes to the briefing process, when it comes to the concepting phase. Like, I think a lot of times what they do is like they’ll have the spot and then they’ll like test it with their ERG. But if you bring them in earlier, they’ll be able to help a lot. You’ll be able to have a really just more intentional idea and spot. So I think it is really starting early.
I would also say having people that represent the community and hiring the creators not only both in front of the camera, but also behind the camera will just really make your spot even more authentic. And I hate using that word authentic because I think again we’ve even overplayed it. But having people that are with the community that are so passionate about the community, that’s what I’ve really found successful in my past spots is I hired people not only like the creators and the small creators in front of the camera for my Bubly ad at Night Spot – we had local drag queens, we had a lot of nightlife folks – but everyone on the set was also queer, and so even more so, they loved it. And when it came time for sharing it – and this was the secret to the sauce – when it came time for sharing it and evangelizing the spot, every one of them was sharing it because they were so excited about it. And then their friends shared it, and their friends shared it, and then their friends shared it because they were so passionate about it. So when you have the people working on this, this stuff –and that’s what our community is, it’s community – they’re even more impassioned. And that’s when you’ll get a better spot.
Jenn: Many companies, Matt, they roll out Pride campaigns every June and you know, we’re seeing it now in the month of June. And we’ve talked about this in our intro call, that true advocacy goes beyond “rainbow branding,” right, is what they call it. Can you tell us a little bit, and again, not to use the word authentic, but in this case it really is – can you tell us a little bit about what real LGBTQ+ allyship in marketing and PR look like year-round? Like what can brands constantly be doing from a marketing perspective that isn’t just jumping on the bandwagon of, “It’s topical, it’s June. We don’t want to get called out on social media,” so, what’s your advice?
Matt: Totally. So, before I said hire me – now, I’ll say hire them. Hire people all year round. I think that’s the number one start. You know, when I did Drag for All Flavors, we pulsed out the campaign. So we had one on Pride. We had a post-Pride plan. We had a summer mixology plan because it was relevant for the brand. We had Halloween and we had holiday and I’ll give some insight for our listeners.
Halloween is actually more engaged with on social media with the queer community than Pride Month is. So when we did something with Kim Petras, when I launched the campaign with Kim Petrus, that got picked up by Paper magazine, that got picked up by People, like, Halloween is a huge time to engage with our community, and if you’re missing that you’re missing, you’re going to be missing out on dollars and and PR opportunity.
The other thing I would say is again, the holiday time is also great because I know it’s a crowded time but, yeah you know, when I did Drag for All Flavors and we worked with Sage and we worked with LGBTQ elderly and we got a great talk with them too. So I think it’s thinking outside the box that, “Hey, it’s not just the month of June.” You know, I don’t want to steer anyone away from doing June either, because I think right now we’re in the conversation of, like, “Hey, just give us something. Keep us in the room. Keep us in your thoughts,” but if you want to get more creative, you’ll even notice from the community more engagement and excited. And I will even say this to the community – and this is something I want to get out to them – is that we also have to appreciate brands when they do things outside of June and notice them and give them PR and give them praise when they are doing things outside of June, because we tend to also like, the memes come out. People are only doing June, but the reality is there are brands that are trying and we have to acknowledge them as well.
Kalli: That’s so true, and I think you make a really good point that like people only think of things when they’re told to think of things a lot of times. Like, that actually brings me to my next question: what are some of the common mistakes that brands make, such as only focusing on one time of year, when they’re trying to engage with the LGBTQ community, and what are some different ways that they can avoid them?
Matt: Yeah, so I think where most brands fall flat is everything remains pretty shallow. You know, it’s like a lot of what they talk about is, “Oh, hey, here’s my soap that I want to talk about. And here’s the person that gets to be himself because he’s using my soap.” That doesn’t make any sense. And I’m here to say that like, I know because the problem is look at marketing like, this is the demographic and because it’s so intersectional, we’re like, well, what are their core values? Well, they want to feel themselves and they want to love and this – that’s not how it should work. And that’s where I think you could really lean in on me and my company is when I’ve seen successful marketing work, think of like Gillette.
Gillette did a spot where it was a black trans child, like teenager, shaving for the first time with his dad. Now that is someone who’s the most marginalized of the community, but anyone, whether you’re a boy, a girl, anyone in between, can understand what it’s like to have your parents teach you something for the first time. And that was the universal message on how to do queer marketing right. I think it won like a Canne Lion, but that’s really where I think brands need to start moving is it’s not, “Hey, here’s the money, here’s this and that, and here’s the Rainbow logo.” Listen, give me anything at this point and I’ll take it. But if you really want to dig deeper, it’s finding the universal message with casting really marginalized folks, or just people that have really interesting stories and that can relate to the community. That’s where they can get it right.
But I will say again, I think I want to give brands grace. Whether you like it or not, and it’s a thing my company, “Whether you like it or not,” I just want to have the conversation and I want the dollars. You know, our community continues to fight back and part of me is like, “Hey, right now we need to be an assimilationist and work from within and take those corporate dollars and move the needle with our community.” I’m a firm believer in that, and not everyone will agree with me, and I’m very comfortable with that stance.
Jenn: Yeah, I do agree with you. And it’s funny that you brought up Gillette because that is the second time this week that somebody brought up just how they really move the needle when it comes to their campaigns and their marketing. And they’re inclusive. And that’s a great example. And I was actually thinking of that when Kalli asked you, or when we were talking about brands that do it wrong, like thinking about ones that do it right. And yes, I know that ad you were talking about and it’s very, very powerful and moving.
Kalli: That’s one spot that, like, has stayed with me and not even just like, as like a PR and comms professional, but like, as a human. And like, I saw it and I got that connection and, you know, I’m an ally but not a part of the community and like, it would just hit so hard.
Matt: Well, that’s what we need to get better at. Just from, I think again we’re really good at talking about identity, we’re good at talking facts, but that’s not what people at the end of the day feel, and that’s what marketing is.
Marketing is stories, and that’s what I think actually like I will say the other side, whatever you believe in politically, I’m not here to get political, but like I will say that people, they’ve gotten good at attaching their positions and policy towards people that people can talk about at the dinner table and it’s very simple and it’s easy to relate and that’s where I think we have to get better as marketers is really telling the stories. And I think actually you’ll see people like Dylan Mulvaney really coming out, just not coming in like, “This is how I feel this, that,” she’s just kind and she cares. And I think she’s killing it right now in terms of being an advocate for the community to say, “Hey, I’m not here to hurt you. I’m not here to take anything away. I’m just trying to be. I’m just trying to live. I’m just trying to live.” And that’s where I think we’ll succeed. And I think I have my own personal ties with family that hink differently than me, and we have to get back to debate. Like, let’s have nuance again and conversation, and we’re going to have these people, so let’s figure out how to bring them in, but also calling out the people that are completely just destroying us.
Jenn: Very great point and this is all really important, and I want to go back because we’ve mentioned a lot of different brands and you, Matt actually brought up your campaign for Bubly that you worked on Drag for All Flavors and Bubly Out at Night. Obviously was very widely celebrated for its inclusivity, which was amazing, but can you tell our listeners a little bit more about the campaign and maybe some of the challenges in sort of making it happen?
Matt: Yeah, that was, I mean, I have to thank the pandemic, which is kind of crazy to say that. But the reason it happened, I was on a roll that was New York City-focused and a lot of what we did was in-person activation. It was 360, but it was in-person activation. We partnered with Madison Square Garden, Radio City, Jets, Giants, Yankees. And it was creating experiences for them. And then when the pandemic hit, all of the in-person activation money dropped or campaigns went away and they were like, New York City was hit one of the hardest, and they were like, “We’re keeping the budget for New York. Matthew, what do you want to do? Like, what should we do?” And I was like, “Honestly listen to the people that it impacts the most right now,” and I saw that with queer nightlife creators and artists like the drag artists, they were on their phone doing shows through Instagram. They were, you know, making people laugh and still entertaining. And like, there were DJ’s that were doing Zoom-DJ and I was like, this is really cool and they’re creating community in a time where we all feel so isolated at our homes. And that’s their source of income. Like, we can all sit behind our desk and our computer and work from home, but these people, like this is their livelihood.
So it started off with Drag for All Flavors, we launched in Pride and what I was really stressed about this and, again, grateful to my company for just like letting me go with it, but we only used local talent. We didn’t use RuPaul’s Drag Race talent because, again, that was also the conversation is that a lot of the RuPaul’s Drag Race girls had had income – the local girls didn’t. So we started off in June and then you know, we got to do a post-Pride thing, we got to do a mixology post, we got to do Kim Petras with Halloween, and then we did the holidays cause a lot of, like, LGBTQ elders didn’t get to see their families because of COVID. They couldn’t travel. So that’s kind of how it started. And, you know, it got buzz and it got noise. And, you know, it’s wild. Like, I didn’t have any PR. I just had my community. So we got picked up in Out, Advocate, Paper, all these things and like, literally, that was all just me and a dream and I’ll say Tim Snow, from Pride Media. We really were just on it together. And that was when I kind of was like, “Oh, like, this is something. And this is something I’m really passionate about.”
So then the next year, we did Bubly Out at Night, which was, I got very lucky from a PR perspective, I’ll say that. But we launched the day after New York City was opened back up. And it was like a big post of, like, New York City is back. And we had done a whole campaign with the nightlife folks that had, like, when I tell you I was sitting on a chair listening to Donna Summer. Like, that’s literally what we were doing. We were all eating those damn like PB and Js like that, but I was like, these DJ’s are creating community during times when we’re like, listen, I don’t even care what it is. I will sit. I will sit there and like, have a mask on or whatever, but I just want to be around people. And that blew up. That got me, I got recognized in Ad Week as a Pride star. We got recognized in like Ad Age, we could just constantly, it was like next level and I’m so grateful because again I think that’s the power of when you have not only people in front of the camera being queer but people behind the camera, because you just get it authentically. And then I will also say this and I’m sure no one will believe me, but we had 100% positive to neutral sentiment. When do you ever get that with the queer community? Like, ever? Because like, there’s always something. Like this had, like, we had voguers, we had DJs, we had the nightlife hosts, like that is when you understand the community. And that’s how you have a successful spot.
Kalli: Yeah, I mean that’s amazing. And you definitely you know what it means to be, you know, to be successful. So aside from the campaigns that you have worked on, which is obviously a very high bar to set, but are there any brands or campaigns that you think are really setting a gold standard for LGBTQ inclusion right now?
Matt: Yes. Alexis Bittar. Go and follow that page. Alexis Bittar, my friend works on the PR side of thing, but they are killing it right now on social where they’re having these like reality soap drama series, but they’re showcasing – they’re not even talking about their product. They’re doing these like, “Oh, I’m talking to my assistant,” or “I am, you know, hiring a hit man,” but they’re showing the product and it features like trans stars like people like my friend Julie Jay is in it, she, like, plays the assistant and it’s just so smart because again, it’s these like, fun and engaging content of, like, just spotlighting trans people. And it’s funny. It’s sarcastic. It’s campy, like, it’s just so smart. So I’d say Alexis Bittar.
I think I’ve been loving what InStyle is doing too, if you’ve been following InStyle magazine. They’ve been using the twink and the redhead to be like the interns. I think that has been so funny, you know, and you’re seeing, like, all these, like, local New Yorkers too because they’re using their team. I think that’s been really smart marketing of, like, who’s behind the camera? We’re kind of done with celebrity right now. We’re seeing this rise in, like, who’s working behind the camera? Who are these young crews, these new creators? Who are these experts? That’s what we’re really moving towards marketing.
And then from a broader culture perspective, where I see it going is The Traitors. Let’s think about The Traitors – The Traitors you see in true form how queer people and straight people who probably, like, here’s a lot of healing that’s coming from that show, at least for me, I don’t know about other people, but seeing like Bob the Drag Queen talk to Boston Rob –and for those who don’t watch Traitors, like, a drag queen, Bob the Drag Queen, who’s larger than life talking to like this straight guy from Boston who has, like, been on Survivor is just like a man’s man, and they’re going at it. But like you’re seeing just us all kind of coexist together. It’s great TV. But that’s what the future is.
It’s lesbians on a show. It’s trans people on a show. It’s gay people on a show. It’s straight people on a show. And we can be dramatic and we can call each other out. Everything doesn’t have to be, so, you know, “I hate you. I hate you.” It’s just like, “No, we can all exist.” But we’re doing so in a sense that you’re being thoughtful and you’re including us. And I think for so long, we have to get out of this rut of like, “Oh, well, if I do a queer campaign, it’s just for the queer people.” You know, Gaggies? The icon. Jooles LeBron/”Demure” is the icon. People are talking about them. Straight people are talking about them. So when you’re working with us and you’re creating things for us, it translates over and that’s kind of my mission for my company is having people understand, “Yes, you can think it’s queer marketing, but it’s not. It’s culture. It’s culture, and when you when you talk to us, you’re getting culture.
Jenn: I’m a big Tratiors fan, and I was just completely immersed in this season in particular, and you’re totally right. Like the different backgrounds and cultures and people really is what makes it so interesting. And Bob the Drag Queen and Boston Rob going at it was iconic. But you’re right, I mean, they both held their own, you know, like neither one of them cared about the other person and what they do. It was more like, oh, we’re playing a game right now and where at each other’s throats. And this is a little bit of a trying time in our country and that it is what it is, right? We’re gonna call it out and not sugar-coat it. There are a lot of people that are struggling right now for a variety of reasons, but particularly queer communities. For those young professionals looking to break into marketing and PR and are just really trying to be themselves and coexist as we’ve been talking about, what advice would you give them for those listening right now?
Matt: Well, first of all, thank you for that question. I think, and I’m going to answer it by first saying that I speak from a great place of privilege. You know, I am sis white passing. I’m also Latino, but I think if you look at me you would think I’m white, so I say this with a place of privilege.
But when you ask that question, I asked myself that same question when I started to work at PepsiCo. And I had just gotten out of an organization called Out for Undergrad, which I think I spoke to a little bit before, and anyone who’s listening to this, and they’re young and in their college time, they’re trying to figure it out – look into Out for Undergrad, I think it’s a great resource. But you have to ask yourself, “How do I want to show up on that first day or the first week? Do I hide parts of me? Do I go back into that closet of what I was when I was younger and hide my identity?” And to me that always felt so boring, you know, so boring and just it would kill my vibe. It would kill my efficiency. So I walked in the first week of PepsiCo with my cropped white pants, my blue blazer, and I showed up like the diva that I am.
And so for anyone listening: go in there unapologetically. Live your truth. And again I recognize my place of privilege. I know it’s easier for me to say that, but like, set the standard when you walk in versus trying to go and be what you’re not because I’ve met those people, I know those people and those people exist. And every time I ask them, I mean again, I don’t want to generalize, but a lot of them come from the finance community. Like they don’t come out. They want to hit a certain level and then they’ll come out. And I talked to somebody the other day and I said, “Well, what’s one piece of advice you could give to yourself?” And he goes, “If I could have come out earlier, that’s what I would have done. And if I would have just been myself because I didn’t have that visibility growing up. And so, you know, when I did have some, I really was like, ‘Wow, this is makes a huge impact on me.’” So show up as yourself and I’ll tell you too, the reward will happen. I know it’s scary. And I know we can, like, think of the 8000 things, but be present and the more you’re yourself and the more you show up to work as yourself, that’s sometimes even how I mean, at least for Pepsi, it helped me stand out even more. I was giving my CMO advice on how to do things from our ERG or for our business decisions, and I was 24 or 25. Being myself made me stand out and come to the table with, “Hey, I have opinions that you have not been around,” and that amped my career.
You have to be good at your job too. I think a lot of the times we are like, and I think you know, particularly like there’s times when you see people that are like “I’m this,” and “They don’t think this,”, but no – you have to be good at your job. You have to be good at your job and you have to work and you have to prove yourself. And you know, sometimes things are not fair. Own it. Take your future into your own hands. Because at the end of the day, if they don’t want you someone else will. So that’s how I feel about that. Own it. Be yourself. Be unapologetic and forge your own path, but also do the work.
I think we’re such a culture of we see people with their output, but we don’t see the work it takes to get there. And I’m learning that right now as I build my company like there’s so many like content creators and entrepreneurs. And I’m like, “Wow, I love it.” But you listen to their stories and they’re like, again, you see the output, you don’t see what it takes to get there. And that’s what I’m on the journey right now. It’s a lot of work and you got to be willing to put in the time and energy.
Jenn: That is so well said. I think that is incredible advice. This was a great conversation I think for our listeners and everybody in this community, whether you’re an ally, a member of the LGBTQ+ community. This conversation particularly has been really important and we’re just really, Kalli and I and our agency, we’re so happy that companies like Alphabet Mafia exist and we’ve learned so much even just in this short time with you on how to integrate inclusivity not only in work but in our lives. So, thank you for coming on our show and having a space for queer individuals to feel safe and empowered.
Matt: Thank you so much. And seriously, thank you so much for having me. I love this conversation and I appreciate that y’all are having the conversation because I think again, a lot of people are afraid right now and it’s allies like you that are empowering us and making us feel seen. So seriously, thank you so much because we need, we all need us together.
And that too, with the queer community, like I know the conversations being had about women like, and this is more to gay men – gay men need to stand up for women. Gay men need to be there for women during times when they’re also feeling it because they’ve been there for us.
Jenn: Thank you, and this was amazing. We hope our listeners enjoyed today’s episode. Be sure to follow us across social media for updates on future guests, and if you have a topic you’d like covered, e-mail us at impressions@pollackgroup.com. Bye for now!
