DeLu Jackson: Leveraging Global Experience to Lead ADT into the Future
What does it take to lead a brand with over 150 years of history? For DeLu Jackson, it’s the ability to embrace diverse perspectives and adapt to an ever-changing global landscape. As ADT’s EVP and Chief Marketing and Communications Officer, his leadership is rooted in global experiences that drive innovative strategies and ensure ADT continues to lead the safety and security industry.
As August 14th, 2024, marked 150 years of protecting families and businesses nationwide at ADT, DeLu is reshaping what it means to keep people safe in an interconnected world. His global experiences have profoundly shaped his leadership, steering ADT’s future and driving the innovative solutions the company delivers to its customers.
A Global Leadership Journey
DeLu has always sought to lead iconic brands that stand the test of time. He believes the opportunity to guide a brand like ADT, which has reached 150 years of success, is a rare privilege. Reflecting on his journey, he says, “The opportunity to lead a brand of this stature was a great opportunity for me. Few brands make it 150 years and become a category leader in the process.”
Throughout his career, DeLu has worked across diverse international markets, learning firsthand how different cultures influence consumer behavior. His four years in Tokyo as the Chief Digital Officer at Nissan were especially formative. Reflecting on his time there, he says, “I think the biggest shift for me was when I lived in Tokyo and realized I didn’t speak the language. We often take for granted how important language and culture are in shaping how people interpret things. It gave me a whole new perspective on understanding consumers, consumerism, and even employees—what motivates them, what inspires them, and how to communicate effectively.”
Leading with a Global Mindset
This experience in Tokyo not only gave DeLu a deeper understanding of global markets but also shaped his approach to leadership. “Every person on your team is different because their cultural norms, how they spend their time, and what motivates them vary. Some people need more support, others need a push. It taught me the importance of truly understanding each individual.”
This leadership philosophy is central to how DeLu manages ADT’s marketing and communications teams, which are composed of individuals with diverse experiences that reflect the broad range of customers that ADT serves every day. By building teams that reflect ADT’s diverse customer base, DeLu ensures that multiple perspectives are brought to the table, leading to innovative solutions and stronger connections with customers.
DeLu Jackson (first on left), and ADT’s Chief People and Administration Officer Dave Scott (first on right) attending the ADT 150th Birthday festivities at Marlins Stadium alongside Marlins pitchers Jesus Luzardo (second from left) and Eury Perez (second from right). ADT’s “Every Second Counts” branding was stenciled on the third base line of the field at the game.
Innovating ADT’s Brand
As ADT celebrates its 150th year, DeLu has remained committed to ensuring the company evolves while staying true to its mission: protecting and connecting what matters most.
The “When Every Second Counts” campaign was a major milestone, capturing ADT’s core promise of providing rapid response when it matters most. The inspiration for this campaign came early in DeLu’s time at ADT, during conversations with the team. He quickly realized that what truly set ADT apart was its exceptional ability to respond instantly in critical moments. It wasn’t just the technology—it was the passion and commitment from everyone involved to make sure people were protected when they needed it most.
Inspired by this realization, DeLu wrote a phrase on his whiteboard: “When every second counts, count on ADT.” He saw it as a simple yet powerful way to encapsulate what makes ADT different: a legacy of rapid response, evolving with new technology to stay ahead.
This core message drove the campaign and marked a shift in ADT’s approach to marketing— focusing not just on what ADT protects people from, but on what ADT protects them for. It’s a message of empowerment and reassurance that directly reflects ADT’s ongoing commitment to safeguarding families and businesses.
Learning and Growing: Leading by Example
DeLu is a strong advocate for continuous learning, both for himself and his team. As he puts it, “There is no finish line in marketing. Every day it changes, and you just have to stay on top of it.” He practices what he preaches, saying, “I’m in school right now. I’m constantly looking for programs, mentoring, and leadership opportunities.” This mindset fuels his growth and allows him to share valuable opportunities with his team along the way. By partnering with innovative companies like Google and State Farm, DeLu also ensures his team stays ahead by learning from industry leaders, fostering an environment of collective growth.
A Memorable Moment: Connecting with ADT’s Lifesavers
A defining moment in DeLu’s journey came when he visited one of ADT’s Lifesaver Centers. There, he witnessed firsthand the passion and dedication of ADT’s monitoring teams. Reflecting on the experience, DeLu says, “It was life-changing to meet the people who do this work every day. To see their passion and commitment to keeping people safe—it made me realize just how important our work is.”
“I love the fact that we make the world safer when we do our jobs. And it’s the passionate people I get to work with every day who are so excited to do that work. When our passion and purpose are intimately connected with our profit, that’s pretty cool.” With over 13,000 people dedicated to making the world safer, DeLu finds inspiration in the collective drive of the ADT team to protect and connect what matters most.
Looking Ahead: ADT’s Future
As DeLu looks to the future, he’s excited about the next chapter for ADT—one that blends technology, innovation, and a customer-first mindset. With innovations like the ADT T5 system and Trusted Neighbor, DeLu is poised to lead ADT into the future, ensuring the company remains at the forefront of the security industry. His leadership, shaped by a global perspective and commitment to innovation, ensures that ADT will continue to serve as a trusted brand for generations to come.
As the company continues to evolve, there’s an opportunity for you to contribute to the next chapter of ADT’s legacy. Explore open opportunities today using the “Search Jobs” field to the right of this page and help us shape the future of safety and protection.
