Media

Ahead of earnings, Netflix names former WB exec as new head of marketing

After nearly six months without a permanent chief marketing officer, movie rental service Netflix has appointed Kelly Bennett to the position, the company announced today.

Netflix’s previous CMO, Leslie Kilgore, departed back in January after the company experienced quite a bit of turmoil in 2011 regarding an unpopular subscription price hike, a failed attempt to spin off the company’s DVD business into a separate entity, and a tumbling stock price.

As for Bennett, he seems well suited for Netflix’s future strategy of keeping its content library stocked with popular titles and expanding into new markets. Bennett, who previously worked as VP of Interactive Marketing at Warner Bros. for nearly a decade, led international online promotional campaigns for a handful of big-budget blockbusters, including Harry Potter, Sherlock Holmes, and the last two Batman films. (It’s worth noting that the final Harry Potter Movie and The Dark Knight broke international box office sales records.) He’s also got plenty of experience with the entertainment industry in Europe.

The announcement was made just prior to the release of Netflix’s Q2 2012 earnings report, and analysts will undoubtedly be watching closely for the company’s penetration into international markets.

Image via Netflix

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