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BURBANK, CA – November 6, 2019 – In another step toward strengthening WarnerMedia
Entertainment’s (WME) executive leadership team, Robert Greenblatt, Chairman, WarnerMedia Entertainment and Direct-To-Consumer, announced today that sales & marketing veteran, Lucinda Martinez, will lead the company’s Multicultural Marketing, Brand and Inclusion strategies.
Reporting to Chris Spadaccini, CMO of WME, Martinez will partner closely with newly appointed WarnerMedia Chief Enterprise Inclusion Officer, Christy Haubegger, to develop a distinct, resonant and inclusive brand narrative across WME brands, including TNT, TBS, truTV, HBO and HBO Max, among others. Martinez’s multicultural marketing and talent development team will drive audience-led campaigns and best practices across the WME portfolio, as well as oversee and expand WME’s storytellers and inclusion talent efforts across all brands.
To further unify WME’s approach to inclusion strategy, Kelly Edwards, SVP of Talent Development for HBO overseeing all emerging artist programs above and below the line for series, films, and miniseries, will join Martinez’s team.
Martinez joined HBO more than 17 years ago and most recently served as executive vice president of Brand Marketing where she was responsible for all HBO, HBO Latino targeted marketing efforts to the African American, Latinx, Asian and LGBTQ+ audiences. In this role, she led the development of brand-building strategies utilizing an audience-first approach in support of the HBO brand globally, which included HBO-branded networks in 67 countries. Among her many accomplishments at HBO, she led the network’s branding, acquisition and retention efforts in making HBO Latino the most recognized Latino premium channel on television, and has helped create meaningful, long-term connections to the HBO brands within the rapidly changing cross-cultural marketplace.
“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. “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.”
"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."
“I have had the pleasure of working with Lucinda for many years at HBO,” said Spadaccini. “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.”
Martinez holds a Bachelor of Arts degree from Columbia University, serves on the Board of Trustees of The Alvin Ailey American Dance Theatre, and on the Advisory Board of The Hispanic Scholarship Fund (HSF). She previously served on the NY Board of the American Heart Association (AHA), where she launched the first-ever Latino Health Summit to help reduce cardiovascular disease and promote heart health among the most affected. For her work with AHA, Martinez received a 2011 Timer Warner Andrew Heiskell Community Service Award.
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