Black Affairs, Africa and Development
Netflix Hires Bozoma Saint John as Chief Marketing Officer
Netflix has tapped marketing veteran Bozoma Saint John, a former senior exec at Apple, Uber and most recently Endeavor, as its new CMO, the company announced.
Saint John is Netflix’s third chief marketing officer in less than a year. She replaces Jackie Lee-Joe, the one-time CMO of BBC Studios, who had only been at Netflix for 10 months. According to Netflix, Lee-Joe is exiting the streamer for personal reasons; she has been living in Australia with her family since March since the start of the coronavirus pandemic. Lee-Joe had been named to succeed former Netflix CMO Kelly Bennett, who announced his retirement from the company last year.
Saint John will start at Netflix this August, reporting to chief content officer Ted Sarandos.
“I’m thrilled to join Netflix, especially at a time when storytelling is critical to our global, societal well-being,” Saint John said in a statement. “I feel honored to contribute my experience to an already dynamic legacy, and to continue driving engagement in the future.”
Netflix boosted marketing spending 12% in 2019, to $2.65 billion, as it has faced new streaming entrants like Disney Plus and HBO Max — and needs to show Wall Street it can continue to grow its subscriber base. But the company’s marketing budget in Q1 of 2020 actually was 18% lower than the year prior.