This profile is part of the Wellth 30, a curated recognition of the leaders building enduring brands, communities, and culture. Notable leaders are an additional curated group beyond the initial 30 whose work we'd like to spotlight.
Attica Jaques, Chief Marketing Officer, US, Ancestry
Ancestry sells genealogy. Attica Alexis Jaques has spent the past year arguing it does something larger: knowing where you came from is a route into understanding culture and community, not just a hobby.
The work has followed. "Stories of Us" celebrates the range of American histories. A partnership with Wrexham AFC took the brand somewhere nobody expected a family history company to go, using a sports audience to create another entry point into family and identity.
What distinguishes Jaques is the operating philosophy underneath the campaigns. She brings consumer insight, technology, creativity and culture into the same conversation, pushing teams to think beyond communications and toward the human connection the brand is ultimately trying to create.
She has carried that argument outside Ancestry too, speaking at Cannes Lions and ADWEEK House about how brands earn relevance by creating genuine value for communities rather than simply capturing their attention.
And she has spent her career building the people who do the work: at Google, Under Armour, Gap and now Ancestry, she has emphasized inclusion, mentorship and leadership development alongside business performance.
For Jaques, cultural relevance isn't something marketing adds to growth. It’s part of how growth happens.
