HBO Marketing Vet Lucinda Martinez to Depart (Exclusive)

Lucinda Martinez
Courtesy of HBO

HBO marketing veteran Lucinda Martinez has announced she's moving on.

She leaves after two decades with the company, most recently serving as executive vp brand marketing for both HBO and streaming service HBO Max. In that role, Martinez has been responsible for developing and evolving the brand narrative for the WarnerMedia entities, setting what her boss, HBO Max exec vp Andy Forssell, called the “blueprint for multicultural marketing.”

In her time there, Martinez has established and built a multicultural marketing team that has positioned the flagship Warner brands within a cultural context and led their targeted marketing efforts to the Latino, African American, Asian and LBGTQ audiences. The New York-based exec significantly raised the profile of the HBO Latino brand, in particular.

Her campaigns, which have been touted for their ingenuity and effectiveness in the past, include block parties for Insecure, drive-ins for Lovecraft County and a “Day of Defiance” featuring a then up-and-coming Lizzo for The Defiant Ones. More recently, Martinez led the brand team in their efforts to define the next phase of HBO Max, which included the launch of the 2021 film slate, beginning with Wonder Woman 84.

The decision to move on was said to be hers: “This has been a year of reflection for me,” Martinez said in a statement revealing the news Thursday. “I arrived at HBO 20 years ago excited to tackle a new job at a new company. It became so much more than I could have ever wished. I’m grateful to all those, too many to name, that mentored and guided me along the way. Most importantly, I’m proud to have built and led a diverse team of supremely talented creatives and executives, proving you can equally stand for the right values and deliver across all metrics of success. We accomplished many firsts, and our work and growth together has been my greatest professional joy. Now, it is the time to write the next professional chapter (with a little family time first).”

HBO chief content officer Casey Bloys praised her contributions in a statement of his own. “Lucinda and I have been friends and colleagues for a long time. You only need to spend five minutes with her to see the passion she possesses for the work,” he said. “I’ll miss that energy, but I appreciate her desire to try something new. Her marketing expertise is exceptional, so it will be exciting to see her next chapter unfold. I especially want to thank her for her partnership around HBO’s multicultural success and the talented team she built that will carry those efforts forward.”

Below is the internal memo sent by Forssell, to whom she reports:   

“As you may have heard by now, Lucinda Martinez has decided to leave after 20 amazing years at HBO and WarnerMedia. I feel really lucky to have been able to get to know Lucinda and to work closely with her. Her energy is infectious, and her creativity and contributions are unmatched, so her departure is a great loss. But I understand her decision to take a break, catch her breath, and think hard about what her next steps will be.  

Most recently, Lucinda created the blueprint for multicultural marketing at HBO, not only increasing its awareness but also its priority inside the organization. She established HBO Latino as the premier Spanish language destination and over these past few months she guided the successful launch of Wonder Woman 1984 on HBO Max as well as the platform’s new brand positioning. Lucky for us, she also built an incredibly talented team around her. This of course only scrapes the surface on all her accomplishments. I feel it is fair to say that she was instrumental to the success of HBO and WarnerMedia as a whole. Please join me in wishing her well.”