Following multiple rebrands (HBO, HBO NOW, HBO GO), WarnerMedia launched HBO Max in 2019, a new global OTT streaming service combining HBO originals and content from newly acquired brands and partnerships such as Otter Media and Reese Witherspoon’s Hello Sunshine. This rebrand unified diverse content houses into a single, compelling consumer destination.

Objective:
Support the go-to-market launch by creating and launching in-app content hubs tailored to consumer segmentation and psychographics, while tapping into passionate fan communities.

Role & Impact:
Worked closely with product, data analytics, and market research teams to inform GTM strategy and develop brand narratives that resonated with diverse audiences and aligned with corporate brand goals. Provided strategic perspective on the creative rollout to ensure cultural relevance and cohesive storytelling across campaigns. Developed and launched in-app content hubs that enhanced personalized engagement and retention. Led the creation of social media community hubs outside the app to build and nurture fan communities, enabling direct monitoring and growth of user engagement and loyalty during the brand transition