Pia Barlow, the executive vice president of originals marketing at HBO Max, is decamping for Amazon MGM Studios as the newly created VP of Series Marketing. The role marks the first time Amazon MGM Studios has appointed a dedicated senior marketing executive specifically overseeing its original series slate. Barlow will report directly to Sue Kroll, the studio's head of marketing.
The hire signals Amazon MGM Studios' intensifying efforts to build out its marketing infrastructure as it competes with Netflix, Disney+, and other streamers for audience attention. Barlow's departure from HBO Max, where she managed marketing campaigns for prestige series like "The White Lotus" and "The Last of Us," brings nearly two decades of entertainment marketing experience to the role.
At HBO Max, now rebranded as Max, Barlow oversaw promotional strategy across the streamer's originals portfolio during a period of significant growth and critical acclaim. Her track record suggests Amazon MGM Studios is serious about elevating how it positions its series in an increasingly crowded marketplace. The studio, formed from Amazon's acquisition of MGM Holdings in 2022, has been consolidating its operations and leadership structure.
The appointment comes as Amazon MGM Studios ramps up original content investments and seeks to differentiate itself in the streaming wars. By creating a dedicated series marketing role, the studio acknowledges that its originals need specialized promotional muscle separate from other content divisions. Kroll, who leads all marketing across the studio, will now have Barlow's expertise focused specifically on series strategy and campaign execution.
The move reflects broader industry trends where streaming services recognize that effective marketing can make or break an original series' performance, particularly as production budgets climb and competition for subscriber growth intensifies.