Netflix Replaces Chief Marketing Officer

Netflix red Envelope - H 2011
Getty Images

Netflix red Envelope - H 2011

After 12 years on the job, Leslie Kilgore will relinquish her role and become a board director.

After months of public-relations missteps, Netflix is shaking up its marketing management.

Leslie Kilgore, the company’s chief marketing officer for the past 12 years, will step down but join the board as a nonexecutive director, Netflix said Friday.

Kilgore will be replaced on an interim basis by Jessie Becker, an 11-year-veteran who is vp marketing.

PHOTOS: Netflix's 10 Most Rented Movies of All Time

Also getting a boost is Jonathan Friedland, a former Disney executive who joined Netflix a year ago. Friedland will become chief communications officer at Netflix.

Becker and Friedland will report to Netflix co-founder and CEO Reed Hastings.

Netflix suffered several embarrassing marketing and communications blows in the latter part of 2011 revolving around a price increase and a hasty retreat from its plans to carve off its DVD service from its streaming product.

PHOTOS: THR's 2012 Digital Power List 

“Leslie has been instrumental in our long-term success and our recent return to solid growth,”  Hastings said. “We are delighted she is joining our board of directors and will continue to be a key part of Netflix.”