Lucinda Martinez | Advertising Week NY

SVP, Multicultural & International Marketing


Lucinda Martinez

Lucinda Martinez is senior vice president, Multicultural & International Marketing, responsible for all HBO, HBO NOW, HBO Latino, Cinemax and Cinemáx branded targeted marketing efforts to the African American, Latino, Asian and LGBT audiences. Recently her role was expanded to lead HBO International Marketing to the steadily growing global markets and audiences outside of the U.S., which include HBO branded networks in 67 countries.

An industry-recognized sales and marketing expert with more than 20 years of experience in media and entertainment, Martinez has a strong record of contributions in sales, marketing, new business development, new product launches, promotions and brand management.  Among her many accomplishments at HBO, she has collaboratively led the network’s branding, acquisition and retention efforts in making HBO Latino the most recognized Latino premium channel on television, and has helped create meaningful, long-term connections to the HBO brands within the rapidly changing cross cultural marketplace.

Martinez joined HBO in 1995 as an associate manager, Marketing.  After five years with Comedy Central as director of distribution and partnership marketing, she rejoined HBO in 2003 as director, Direct Marketing, and was later named director, Strategic Partnerships and Emerging Markets, in 2005.  She was promoted to vice president, Domestic Network Distribution & Multicultural Marketing, in 2006, where she oversaw all subscriber growth and retention strategies for HBO, HBO Latino and Cinemax brands and products, as well as elevated HBO’s presence in emerging markets through targeted marketing efforts in partnerships with all of HBO’s major distributors.

Martinez serves on the NY Board of the American Heart Association (AHA), where she launched the first-ever Latino Health Summit to help reduce cardiovascular disease and promote heart health among the most affected.  For her work with AHA, Martinez received a 2011 Timer Warner Andrew Heiskell Community Service Award. She is also an officer on the board of the Council of Urban Professionals, and serves on the advisory board of the Hispanic Scholarship Fund (HSF).

A resident of Harlem and super proud mom of two, Martinez holds a BA from Columbia University.

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