Dealerscope 2019 40 Under 40: David Lux, TCL
For a look at the rest of the 2019 40 Under 40 honorees, be sure to check out our 40 Under 40 homepage.
Name: David Lux
Job Title: Head of Digital Marketing
Years in the Industry: 7
Major Accomplishments that you’re proud of: Content was a big focus for me coming in to TCL and I’m proud to have helped our team produce compelling content that tells the TCL brand’s story. We’re always getting better at showing what TCL is all about and the kinds of unique experiences that our products can deliver.
Additionally, it’s also been rewarding to have expanded the role digital marketing within our overall marketing mix. We’re leaning heavily on digital to advertise our products to the right audiences at the right times, which has been an exciting challenge considering increasingly shorter attention spans and media fragmentation, among numerous other challenges. But the efforts have paid off as we continue to win over new customers and solidify our place as North America’s Fastest-Growing TV Brand.
Last but not least my team has expanded and we’ve taken a greater role in channel marketing, from product setup to syndicating content with retailers. Taking ownership of parts of the e-tail environment is helping to ensure that brand touch points are consistent at every step through the customer’s journey.
What do you like best about your job?: TCL is a company that understands the important role of digital marketing in the shopping experience, so I’ve been given the freedom to experiment and try new things.
My job also offers plenty of creative challenges and I get to wear many different hats. No two days are alike which keeps me on my toes. I also enjoy being a part of an amazing team that works hard and plays hard. I’m quite lucky to be in an environment where the leadership and my peers are always motivating me to do my best.
What do you like least about your job?: Commuting through brutal LA traffic to events at the TCL Chinese Theatre.
Favorite hobby: I’m a bit of a foodie so I love to cook at home, but also enjoy going out and trying new restaurants. Even when I travel somewhere, food has a big influence over my itinerary!
Last book you read: “Blood, Sweat, and Pixels” by Jason Schreier. Great behind-the-scenes look at how the biggest video games are made.
Who is your hero and why?: David Ogilvy - A brilliant marketer who championed research and getting to know what made consumers tick before creating a campaign, which was a wild concept in 1960s advertising. Remarkably, many of his principles for making good ads back then still hold true today even despite the impact of digital media and technology.
Favorite consumer tech device: My TCL TV, of course! There’s nothing better than a movie night at home with the family after a long week.
What you’d be doing if you weren’t in tech: I love cars and have always followed that industry, so maybe working in the automotive space.
What’s the biggest problem the industry faces today, and how would you fix it?: I think brands and retailers can do a better job of reducing friction throughout the shopper’s journey. Digital media has changed the way consumers shop. In fact they’re largely in control, seeking out the information they need, when they need it, to decide on the product that will satisfy what they’re after. Technology has also made the shopper’s journey so varied and the industry needs to stay nimble enough to address needs at each step of that journey, before, during, and after a sale.
What’s your outlook for the CE industry for the next five years?: I think the outlook for the CE industry looks very positive. Through the development of smart assistants, voice control, and a host of new smart home devices, there’s a shift happening in the way consumers are using technology. There seems to be a deeper connection to technology since people can interact with it in more intimate ways. Tech is making our lives easier, it’s streamlining our routines, and solving specific needs, so I think this will develop more and provide a positive impact on the industry as a whole.