HBO Max

Associate Manager, Digital Marketing & Creative Marketing (direct hire, 2020-2022)

Titles worked: Looney Tunes Cartoons, Expecting Amy, American Pickle, Superintelligence, Locked Down, Frayed, Close Enough, Fresh Prince Reunion, West Wing Reunion, Hacks, Made For Love, It’s A Sin, Station Eleven, DC’s Doom Patrol, DC’s Titans, DC’s Harley Quinn The Animated Series, DC’s Peacemaker, Justice League Snyder Cut, DC’s Pennyworth, DC’s DMZ.

(bold denotes marketing/creative campaign award wins)

I got to the HBO Max Originals Marketing team – pre-launch – as one of the first 10 employees hired in the department. During my first few months, in addition to my job responsibilities, I also helped to fully scope out the roles & responsibilities for the department and set the standard for how social & community management would be carried out. I developed an organic social centered, fan focused community management approach built around crafting the right voice and tone for our content, copy, and community engagement.

With my specialized approach to voice & tone and community management, I was able to more than double the follower count for DC’s Doom Patrol across all platforms in 3 months while the show was on hiatus. Due to the success of growing the social following in the offseason, I was able to raise the marketing budget for the show going into season’s 2-4 and raise its overall priority. Over my time as the voice of Doom Patrol on social, I grew the Twitter following from 19k to 79k and the Instagram following from 40k to 110k. I also had the pleasure of conceptualizing and developing Doom Patrol’s highest viewed and engaged content series, the F**K Counter, which has taken on a life of its own. It is the only content series that any DC Comics show continued on social from season to season!

Following up my success with Doom Patrol, I took those learnings into launching the official Justice League Snyder Cut social handles, reaching 10k followers on Twitter in less that 3 minutes after going live and 100k by the end of the 2nd day. Fan inclusion is everything and our social campaign leaned on empowering each and every Associate Producer fan on the Snyder Cut to feel a part of the marketing. Using social listening, we were able to be both proactive and reactive in how we super served the fan base responsible for bringing the film to life.

Taking the steam and learnings from 2 years of working on large fandom and culturally massive IP’s at HBO Max, my team & I were able to deliver a fully robust marketing campaign for Peacemaker. Our Shorty Award winning community management presence and voice & tone won over fans so well that cast members of the show was convinced the title’s star, John Cena, was running the accounts himself! We were able to successfully launch and maintain a powerful social presence for the first 4-5 months of the campaign with no content to market with or against. Using Peacemaker’s unique voice, I crafted a robust community management plan built around engaging with and playfully antagonizing rivals in a way only Peacemaker can!

In addition to my social and creative work, I was able to call upon my previous experiential work and activate as the largest comic book studio presence at San Diego Comic Con and New York Comic Con. In San Diego, we created an outdoor obstacle course putting fans through the ringer for their chance to join Peacemaker’s team and wrapped up by a surprise appearance by Peacemaker himself!

At NYCC, we were able to activate for Doom Patrol with a full outdoor mini-carnival and complete with a live interview panel with the cast. For Peacemaker, I was able to turn around a last minute idea into a full out guerrilla marketing campaign. In 48 hours, I was able to get “Wanted” posters for Peacemaker printed and flier bombed across New York City, autographed John Cena posters for fan giveaway, and the pièce de résistance – an $800 original print of the Peacemaker #1 comic!

Overall, during my tenure at HBO Max, every DC Comics account that I managed kept a consistent and active engagement rate of over 4% even in between seasons with little to no new content. Every DC account I inherited – Doom Patrol, Titans, Harley Quinn – saw its follower count double during my time managing them.