HBO veteran Lucinda Martinez will lead WarnerMedia’s multicultural marketing, brand and inclusion strategies, Robert Greenblatt, chairman, WarnerMedia Entertainment and Direct-to-Consumer said Wednesday.

“Lucinda is a true innovator in this space who has spent most of her career at the forefront of the multicultural marketing evolution,” said Greenblatt in a statement. “Her keen understanding of what diverse audiences need and the value they bring is vital to our business and will strengthen our commitment to cultivating a brand that truly embodies inclusivity and representation in everything we do.”

Reporting to Chris Spadaccini, WME CMO, Martinez will partner closely with newly appointed WarnerMedia Chief Enterprise Inclusion Officer Christy Haubegger to develop an inclusive brand narrative across WME brands, including TNT, TBS, truTV, HBO and HBO Max, among others.

“I have had the pleasure of working with Lucinda for many years at HBO,” said Spadaccini, also in a statement. “She is a fearless leader, innovator, influencer and a team builder with a proven track record of success, and I am thrilled to have that passion on my team once again as we define and execute WME’s overall audience-first strategy within the rapidly changing cross-cultural marketplace.”

To further that goal, Kelly Edwards, HBO’s senior vice president of talent development, will join Martinez’s team.

Martinez has been at HBO for more than 17 years. Most recently, she served as executive vice president of brand marketing, overseeing all HBO and HBO Latino targeted marketing efforts to African-American, Latinx, Asian and LGBTQ+ audiences.

“I am excited to bring our team’s proven success and vast expertise in targeting our most influential and growing audiences across the WarnerMedia Entertainment portfolio as we expand our content and product offerings,” said Martinez. “We are keenly aware that the success of our efforts is inextricably tied to our ability to engage our audiences in a truly culturally relevant and authentic way.”

Martinez holds a bachelor of arts degree from Columbia University. She serves on the board of trustees of The Alvin Ailey American Dance Theatre, and on the advisory board of the Hispanic Scholarship Fund (HSF). Previously, she served on the NY Board of the American Heart Association (AHA), where she launched the first-ever Latino Health Summit.

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