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WarnerMedia Hires Exec to Lead HBO Max’s LatAm Expansion
Earlier this week, WarnerMedia announced it had hired Luis Duran as its General Manager for HBO Max in Latin America.
Incoming General Manager for HBO Max Latin America Luis Duran. Image credit: WarnerMedia
3 minute read

2020 was a big year for HBO Max, the TV and movie streaming service owned by AT&T’s WarnerMedia, but 2021 is looking brighter. Earlier this week, WarnerMedia announced it had hired Luis Duran as its General Manager for HBO Max in Latin America as it expands to new markets.

The move places Duran at the head of the streaming service’s entry into the Latin American market this year, after a successful debut in North America in May 2020. Duran, who starts his new post in February, will report directly to Johannes Larcher, the head of HBO Max International.

But Duran wasn’t the only hire WarnerMedia made to ensure a smooth rollout, they also named a lineup of new executives to lead Product, Growth Marketing, Legal, Talent Lead, Content Experience, as well as Data, Insights, and Planning for the region. While they all don’t report directly to Duran, they will all form a tight team bent on bringing HBO Max to Latin America.

Before signing on to lead the expansion, Duran most recently served as Chief Commercial Officer for the digital unit of Middle Eastern media giant MBC Group, where he relaunched the group’s flagship digital product. He also held senior leadership roles at iflix, a video on demand (VOD) service focused on emerging markets. Duran also worked at digital and traditional content solutions provider TIMWE in addition to a 10-year career at Delta Partners, a management consulting firm where he focused on the telecom and media industries.

His experience is well suited to continue HBO Max’s stellar 2020. In December 2020, AT&T CEO John Stankey said the company is actually ahead of plan as it advances toward its stated goal of 50 million U.S. subscribers and 75 million to 90 million globally by 2025, per Deadline.

In a press release, Larcher said, “HBO has a stellar reputation as the go-to destination for premium programming throughout Latin America, and HBO Max will build on that foundation to offer a broader selection of entertainment content that will appeal to the entire household. We have set ambitious goals to make HBO Max a compelling and accessible streaming option in Latin America, and I am confident Luis and his team are ready to help realize this aspiration.”


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