Motivate Inc., the leading specialized insights and media partner for reaching Multicultural, Youth and LGBTQ segments, is pleased to announce that Joel Shoemaker has been appointed as vice president of LGBTQ strategy, insights and partnerships.

Mr. Shoemaker brings 13 years of experience in marketing, media and partnership strategy with Fortune 500 brands, including six years dedicated to LGBTQ marketing and advertising. He joins Motivate most recently from iHeartMedia, where he served as senior vice president of LGBTQ, leading the development of its LGBTQ strategy, working across content and programming, public relations, community affairs, marketing, human resources and advertising sales teams.  Prior to iHeartMedia, Mr. Shoemaker spent five years at Here Media, leveraging his consumer-centric insights for top-tier clients such as Purina Beyond, MasterCard, American Express and MillerCoors.

“I am thrilled to welcome Joel to the leadership team, where he brings a distinct perspective on LGBTQ marketing, and passion for driving authentic brand engagement and relationships,” affirmed Trevor Hansen, CEO at Motivate.  “I am certain that his extensive track record of ideating and executing successful LGBTQ media and marketing strategies will be a vital asset to our clients and agency partners.”

In his new role, Mr. Shoemaker will lead Motivate’s LGBTQ division. He will focus on driving business development efforts across the division while providing innovative solutions for clients seeking to connect and engage with LGBTQ audiences and Allies.

“Over the years of talking to brand leaders, I found that there was a need for a richer assessment of LGBTQ consumers who come from a wide range of life experiences and cultures,” said Mr. Shoemaker.  “Now, in addition to LGBTQ, there is the emerging, sizable market of Allies, which skews younger. Motivate brings a multi-faceted capability of targeting LGBTQ, paired with Hispanic, African American, Asian and Youth segment expertise. Applying the combination of layered insights is what I’m excited to deliver to brands seeking to win LGBTQ and Allied consumers.”

LGBTQ Buying Power Study