Veteran marketing executive Lucinda Martinez has joined Netflix as vice president of multicultural marketing after more than 20 years with HBO.
In this newly created location, Martinez will create a multicultural marketing team and lead Netflix’s targeted marketing efforts to reach Latino, Black, Asian, LBGTQ and trust audiences. Martinez began his new role later this month and will report to Netflix CMO Bojoma St. John.
Announcing Martinez’s appointment, St. John said, “We want our marketing to be as entertaining and inclusive as our films and shows, and to ignite conversations about our brand worldwide.” “Lucinda is a leader in space and under her direction we will continue to sharpen the lens of inclusion in our marketing and engage our audience in authentic and culturally relevant ways.”
Martinez recently served as Executive Vice President of HBO and HBO Max Brand Marketing, which is responsible for developing a distinct, resonant and inclusive brand narrative for HBO and HBO Max. He also led the development of talent and the expansion of emerging artist programs across all WarnerMedia brands.
“When I got the call from Netflix about the opportunity to build a global multicultural marketing team, it was an important moment that I couldn’t resist,” Martinez said. “I’m looking forward to expanding Netflix’s true storytelling and continuing to encourage and celebrate different audiences around the world.”
A resident of Harlem with a BA from Columbia University, Martinez Alvin Ily served on the board of trustees of the American Dance Theater and on the advisory board of the Hispanic Scholarship Fund. He previously served on the New York board of the American Heart Association, where he introduced the Latino Health Summit for the first time, for which he received Time Warner’s Andrew Highscale Community Service Award in 2011.