After seven years with the streaming giant, Netflix chief marketing officer Kelly Bennett has decided to leave the company.

Bennett, who became CMO in 2012, is largely credited with pioneering Netflix’s campaigning approach to the launch of its original content. He handled the company’s marketing efforts as it grew from 26 million to more than 139 million paid members around the world, molding Netflix into the much-loved brand it is today, the company said.

“Kelly Bennett has been absolutely transformational for us as we expanded our member base in the U.S. and globally, and particularly as we transitioned into being a leader in original series and films,” said Netflix CEO Reed Hastings in a statement. “He has been a source of inspiration both inside Netflix and in presenting our brand to the world, and we are thankful for his enormous contributions.”

Bennett, who will stay on until the role is filled, called his time at Netflix “the most rewarding of [his] professional life.”

“We are at the top of our game, which is why this was the right moment for me to retire,” Bennett said. “I am immensely proud of the team we have built and all that has been accomplished during my time here—and I will continue to be Netflix’s greatest fan.”

Prior to arriving at Netflix, Bennett spent nine years at Warner Bros. in various roles, leading international online campaigns for Happy Feet, The Dark Knight Rises and the Harry Potter movies.

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