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Pia Chaozon Barlow has been promoted to executive vice president, originals marketing at HBO Max, said Zach Enterlin, EVP, marketing, HBO Max and HBO, to whom she reports, and who also oversees the streaming platform’s brand marketing, multicultural marketing and creative services teams.
In this expanded role, Barlow will lead marketing for all original programming on HBO Max, uniting the HBO Originals and Max Originals marketing teams under one vision and approach. Barlow joined the Promax Board of Directors earlier this year.
“Pia’s vast experience has established her as an innovative marketer with a keen eye for building, mentoring and empowering the next generation of leaders,” said Enterlin in a statement. “As we continue to grow and scale HBO Max in the coming years, she has the right expertise and vision to develop and lead a state of the art marketing team, maintaining our focus on creative excellence and innovation while evolving the team’s workflows and processes to create a more sophisticated, data-driven approach to achieving business goals.”
Barlow began her career at HBO in 2003, launching consumer marketing campaigns for such award-winning series, films and documentaries as Boardwalk Empire, Girls and Silicon Valley, before moving to Netflix, where she built teams and honed her performance marketing chops on some of the streaming platform’s biggest original hits, including Orange is the New Black, Master of None, Making a Murderer and Queer Eye, in addition to pioneering the streamer’s international originals marketing strategy.
After her time at Netflix, she joined Twentieth Century Fox Film, where she helped shepherd campaigns for such films as The Greatest Showman, The Post and Murder on the Orient Express, before returning to Netflix’s global creative and social marketing team to oversee marketing campaigns for all nonfiction and kids and family original content.
She returned to the WarnerMedia family last year as senior vice president, originals marketing, HBO Max, where she was most recently responsible for guiding the overall marketing strategy, development and execution of marketing campaigns for all Max Originals, including streaming hits The Flight Attendant and Hacks, and the upcoming series And Just Like That and The Sex Lives of College Girls.
“Joining the Max Originals team was like a homecoming in so many ways, and I have been so impressed by the level of talent and skill that exists across this company,” said Barlow, also in a statement. “My former HBO colleagues have raised the creative bar even higher, and my new Max colleagues launched our first streaming hits under unprecedented circumstances. As one integrated Originals marketing team, we will speak with a united voice as we partner closely with our talent to introduce their work to new audiences via innovative campaigns that drive both cultural and business impact.”
Reporting into Barlow and rounding out the leadership team for HBO Max Originals marketing are two seasoned HBO marketing vets also stepping into expanded roles.
Jim Marsh, SVP, marketing, HBO Originals, will have marketing oversight of all HBO Originals as the team moves toward becoming one integrated originals marketing team over the coming months. Marsh, who joined the company in 2008, helped establish the network’s social media practice and has spearheaded innovative marketing campaigns for such HBO shows as Westworld, Perry Mason, Barry and Tiger. He led digital and social marketing initiatives for Game of Thrones since the start of the series and will lead the roll out of House of the Dragon next year.
Sono Mitchell, SVP, marketing, Max Originals, will transition from the HBO program marketing team and assume marketing oversight for all Max Originals.
At HBO, Mitchell has launched such series as The Undoing, which became the first HBO series ever to grow its audience every single week, and The Vow. She introduced Lovecraft Country through a series of both virtual reality and in-person experiences that transported fans into the world of the show. She also helped the network reach new audiences with innovative campaigns for Euphoria and Watchmen.
As the new team structure takes root, Marsh and Mitchell will be responsible for leading blended teams working on a cross section of all HBO Max original programming.