Hulu added another piece to its original content puzzle as it brought aboard Netflix (NASDAQ: NFLX) veteran Jenny Wall as SVP and head of marketing.
Wall comes to Hulu directly from Netflix, where she led the global creative team in brand campaigns for the online video provider's original content such as House of Cards and Orange is the New Black, a blog post by Hulu CEO Mike Hopkins said.
"Jenny has a big task ahead of her--Hulu is at a pivotal time in its growth, and we're leading the way forward in the digital entertainment industry," Hopkins wrote. "We have surpassed 6 million subscribers, and every day, these millions of viewers turn to Hulu, thanks largely to our unrivaled breadth and depth of content: an amazing lineup of Hulu Originals, as well as the acquisition of the best premium content including acquiring prior seasons of hit television and exclusive access to some of the biggest broadcast and cable shows."
Hulu ranks behind Netflix in paid subscribers and is competing with Amazon (NASDAQ: AMZN) for third place in streaming video traffic. But other online video competitors are rising as well, with WWE Network and live gaming video network Twitch showing the fastest growth in bandwidth volume last year, according to Time. So getting Hulu's brand in front of viewers is becoming ever more important.
The provider announced at its recent Upfront presentation that it would triple its content marketing for original content, and would invest in a campaign to acquire more viewers. "We count ourselves lucky to have Jenny at the helm as we accomplish this," Hopkins wrote.
Wall is now responsible for several key marketing areas including "strategy and implementation across the Hulu brand, acquisition, and retention channels as well as communications, content, consumer insights and creative." It's clear that the company is counting on her more than 20 years of experience, which include executive positions at agencies like BLT Communications and Crew Creative. She also founded GO Marketing, which handled campaigns for HBO, Discovery and Sundance Channel, among others. She spent seven years at HBO, where she was involved in launching several of its original series.
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