HBO and Max’s multicultural marketing leader departs amidst company restructuring

A significant shift in leadership

In a notable change within the entertainment industry, Jackie Gagne, the senior vice president of multicultural marketing at HBO and Max, is stepping down after a four-year tenure. This move is part of a broader restructuring effort by Warner Bros. Discovery, which announced nearly 1,000 job cuts in July. Despite Gagne’s departure, the multicultural marketing team will remain intact, now reporting to Pia Barlow, the executive vice president of HBO and Max originals. The company assures that this transition will not disrupt ongoing projects, as the teams have a history of close collaboration.

A legacy of inclusive marketing

Gagne’s journey with Warner Bros. Discovery began in 2011, and she has been a pivotal figure in shaping the multicultural marketing strategy for HBO and Max since June 2020. Her efforts have significantly increased engagement among Black, Latinx, AAPI, and LGBTQIA+ audiences. Under her leadership, the marketing team launched targeted campaigns for a variety of original series, films, and specials, including Insecure, A Black Lady Sketch Show, and The Last of Us.

Innovative audience initiatives

Gagne also spearheaded the creation of three social-first audience initiatives: Scene In Black, Human By Orientation, and Pa’lante!. These platforms were designed to amplify and celebrate diverse talent and stories, further cementing HBO and Max’s commitment to inclusivity.

Reflections from colleagues and Gagne herself

Zach Enterlin, the executive vice president of brand content and creative at HBO and Max, expressed his gratitude for Gagne’s contributions:

“I’m immensely grateful to Jackie for the leadership and thoughtful expertise she has brought to HBO and Max over the last 13+ years. Her talent for crafting campaigns that authentically resonate with diverse audiences has been impactful throughout her career here, and her legacy will endure through the many she has so exceptionally coached and mentored.”

Gagne shared her own reflections on her time at the company:

“It has been a privilege to lead and work alongside a collective of wildly smart, thoughtful, and innovative colleagues. HBO has long stood for prestige and can’t-miss cultural moments, so being able to oversee campaigns that reach, embrace, and uplift so many audiences, while celebrating those stories, has been a true career highlight. I am so grateful for the impactful work our team has accomplished and the lifelong friendships that have been forged.”

Beyond HBO and Max

Gagne’s influence extends beyond her role at HBO and Max. She serves on the board of ColorComm, a leading national platform addressing diversity and inclusion in communications, marketing, media, and advertising. Additionally, she co-chairs the ANA Multicultural Marketing and Diversity Committee and is a member of the Ad Age Diversity, Equity, and Inclusion Council.

Personal background

The daughter of Cuban immigrants, Gagne holds a Bachelor’s Degree in English from Binghamton University. She resides in Maplewood, NJ, where she continues to inspire through her professional and personal endeavors.

The future of multicultural marketing at HBO and Max

As HBO and Max navigate this transition, the legacy of inclusive and impactful marketing that Gagne leaves behind will undoubtedly influence future strategies. The multicultural marketing team, now under Pia Barlow’s leadership, is expected to continue its mission of creating campaigns that resonate with diverse audiences, ensuring that HBO and Max remain at the forefront of cultural relevance in the entertainment industry.

For cinema and TV series enthusiasts, the evolution of HBO and Max’s marketing strategies promises to bring more inclusive and engaging content. As the industry continues to evolve, the importance of diverse representation and authentic storytelling remains paramount. The initiatives and campaigns pioneered by Gagne will serve as a foundation for future efforts, ensuring that all audiences feel seen and celebrated.

For more information on the mentioned series, you can watch the trailers here: Insecure, A Black Lady Sketch Show, and The Last of Us.