Mumbai: Netflix has brought on board veteran marketing executive Lucinda Martinez as vice president of multicultural marketing. She is set to take on her new role later this month and will report to Netflix CMO Bozoma Saint John, reported Variety.

In this newly created position, Martinez will build a multicultural marketing team and lead Netflix’s targeted marketing efforts to the Latino, Black, Asian, LBGTQ, and faith audiences.

She is a strategic marketing and management professional with a strong record of contributions in sales, marketing, new business development, new product launches, promotions, and brand management, for both business-to-business and direct-to-consumer products & services.

Martinez previously served as executive vice president of HBO and HBO Max brand marketing for more than 20 years. She was responsible for developing a distinct, resonant and inclusive brand narrative for HBO and HBO Max. She also led the expansion of talent development and emerging artist programs across all WarnerMedia brands.

“We want our marketing to be just as entertaining and inclusive as our films and shows, and want to ignite conversations about our brand worldwide,” said Bozoma Saint John, as mentioned by Variety. “Lucinda is a leader in the space and under her direction, we will continue to sharpen the inclusion lens in our marketing and engage our audiences in authentic and culturally relevant ways.”

“When I received the call from Netflix with the opportunity of building from the ground up a global multicultural marketing team, it was a pivotal moment that I could not resist,” said Martinez about her new role. “I look forward to amplifying Netflix’s authentic storytelling and continue to elevate and celebrate diverse audiences worldwide.”