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Hulu CEO Mike Hopkins is continuing to build out his c-suite, naming Google Cloud veteran Kelly Campbell as chief marketing officer.
In her new role, Campbell will be responsible for leading Hulu’s marketing strategy across its streaming video and live television services. She will also oversee Hulu’s brand and performance marketing, media, content marketing, creative, entertainment publicity and consumer research teams. In addition, Campbell will work with Hulu’s technology, distribution, content and product leadership to help it build its subscriber base and grow awareness of its brand and offerings.
“Kelly is a respected, data-driven marketing expert who has consistently proven her ability to develop effective strategies and build strong, high-performing teams,” said Hopkins. “With her deep background in performance marketing and in building strong connections between brands and their consumers, she’s going to be an invaluable addition to Hulu as we enter the next chapter of our business.”
Campbell joins Hulu from Google, where she began her career in 2005 and most recently served as managing director of global growth marketing for its cloud business. During her time in that role, she helped the company grow its G-Suite business to three million paying customers and led its global rebranding. She has also held roles at JPMorgan Chase and FleetBoston Financial Corporation.
Campbell, who lives in Manhattan Beach with her husband and two sons, will join Hulu later this summer and report directly to Hopkins. Her appointment comes two months after Hulu tapped AMC’s Joel Stillerman as its chief content officer.
Hopkins, who has served as CEO since late 2013, has been building up his executive team in recent months as he has focused in on expanding Hulu from a home for next-day television into a streaming service with buzzy originals such as The Handmaid’s Tale and several offerings, including a live television service. Hulu revealed in March that it was seeking a CMO, a role that has not been filled under Hopkins. At that time, the streamer also announced that head of marketing Jenny Wall would be leaving the company at the end of May, after helping oversee the launch of Handmaid’s and the rollout of the live TV service.
Hulu announced at its upfront presentation in May that it has 47 million viewers with 32 million watching via its ad-supported service. The company has moved away from reporting subscribers, which competitor Netflix reports, but last year said it had 12 million subscribers. Hulu is owned by Disney, 21st Century Fox and silent partner NBCUniversal, with Time Warner owning a smaller, 10 percent share in the company.
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