HBO veteran Lucinda Martinez has been named vice president of multicultural marketing at Netflix.
In the newly created position, Martinez will lead the streaming service’s efforts to serve Asian, Black, Latino and LGBTQ audiences as well as audiences of faith, and will build her own team from the ground up. She will report to Netflix CMO Bozoma Saint John.
Martinez most recently served as executive vice president of HBO and HBO Max Brand Marketing.
A Harlem resident with a bachelor’s degree from Columbia University, Martinez serves on the board of trustees of the Alvin Ailey American Dance Theater and on the advisory board of the Hispanic Scholarship Fund. She previously served on the New York board of the American Heart Association, where she launched the first-ever Latino Health Summit, and for which she received Time Warner’s Andrew Heiskell Community Service Award in 2011.
READ MORE: Variety