Because overseeing the marketing, growth, and development of Combs Global’s diverse and expanding portfolio of brands and businesses finds Graham treating each one as if he owns them. This “ownership” mindset, he says, allows him to take more creative and strategic risks with the company founded by music mogul Sean “Diddy” Combs.
With a brand portfolio comprised of spirits brands Cîroc Vodka and DeLeón Tequila, Sean John, Aquahydrate, REVOLT Media, Bad Boy Entertainment, the newly birthed Love Records, and a $185 million Cannabis acquisition—Graham and his team’s fundamental priority is to grow each of them in service of one comprehensive vision: “Building the largest portfolio of leading Black-owned brands in the world, and a more equitable future for the company’s Black and brown audiences.”
This charge requires him to find innovative ways to integrate the portfolio’s brands while being intentional about “elevating and involving the culture, amplifying creative voices from our target market, listening to the community, and incorporating what they want to see and who they want to hear from.”
It’s a responsibility that has informed the design, development and launch of many of the brands’ campaigns across products, content, and ventures. And the approach is working: the company has seen growth across its own portfolio of metrics, from profit, viewership, awareness, to the cultural resonance and relevance that has always defined its founder’s career. Read more.