Lucinda Martinez is executive vice president, Multicultural Marketing, Brand & Inclusion Strategy for WarnerMedia responsible for developing a distinct, resonant and inclusive brand narrative across WarnerMedia Entertainment’s audience-led marketing campaigns, including HBO, HBO Max, TNT, TBS, truTV among others. In addition, Martinez leads the development and expansion of talent development and emerging artist programs across all WarnerMedia Entertainment brands.
An influential, 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, as well as built a best-in-class multicultural marketing team that has successfully positioned HBO within a cultural context creating meaningful, long-term connections to HBO brands within the rapidly changing global marketplace.
Martinez joined HBO more than 17 years ago and most recently served as executive vice president of Brand Marketing where she was responsible for all targeted HBO, HBO Latino, Cinemax and Cinemáx branded targeted marketing efforts to the African American, Latino, Asian and LGBTQ+ audiences. In this role, she led the development of brand building strategies in support of the HBO brand globally, which included HBO branded networks in 67 countries.
Martinez serves on the Board of Trustees of The Alvin Ailey American Dance Theatre and on the Advisory Board of The Hispanic Scholarship Fund (HSF). She previously served 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.
A resident of Harlem and super proud mom of two, Martinez holds a BA from Columbia University.