Netflix Picks Its First Multicultural Marketing Leader

Netflix has made an important hire as it looks to refine its marketing efforts to reach Latino, Black, Asian, LBGTQ, and faith audiences. Starting later this month, Lucinda Martinez will officially become the streaming giant’s first-ever VP of Multicultural Marketing, according to Variety.

In this newly created role, the veteran media marketing executive will report directly to CMO Bozoma Saint John and lead the development, strategy and execution of Netflix’s multicultural marketing to drive business growth among the company’s key segments around the world.

“We want our marketing to be just as entertaining and inclusive as our films and shows, and want to ignite conversations about our brand worldwide,” Saint John stated to Variety. “Lucinda is a leader in the space and under her direction we will continue to sharpen the inclusion lens in our marketing and engage our audiences in authentic and culturally relevant ways.”

Martinez brings a bevy of experience from a long career at WarnerMedia’s HBO, where she most recently served as the EVP of Brand Marketing for HBO and HBO MAX. While under the Warner Media umbrella, she also led multicultural marketing as well as brand and inclusion strategy. She also held multicultural marketing roles at HBO from 2011 to 2019, which placed her in charge of the company's targeted marketing efforts geared towards African American, Latino, Asian and LBGTQ audiences.

Before her almost 20 year career at HBO, Martinez also held roles at Comedy Central, GEMS International Television, and Avon.

Martinez commented on the company’s LinkedIn announcement to thank Saint John and Netflix’s Co-CEO and Chief Content Officer, Ted Sarandos, before stating “Now let’s get to work and change the game.”

Saint John's team has swelled in recent months as she has added N’Jeri Eaton as the first Head of Podcasts and Michelle Lee as Netflix's VP of Editorial and Publishing.