Hulu ads ex-Netflix exec as VP of marketing during ‘pivotal time’

A couple of weeks ago, Hulu told advertisers it planned to more than triple its content marketing spend to grow awareness for, and interest in, Hulu Originals. It also said it would invest in a campaign targeting viewer acquisition and its own brand awareness in an effort to drive new TV lovers to Hulu.

It announced a lynchpin of that strategy today, adding former Netflix marketing exec Jenny Wall as SVP of marketing.

Wall will oversee strategy and implementation across the Hulu brand, acquisition, and retention channels as well as communications, content, consumer insights and creative.

Hulu CEO Mike Hopkins also blogged that Wall will “focus on building overall ‘brand love,’ giving consumers a reason to come to Hulu and make it part of their daily lives as we build a relationship and connect with them throughout their Hulu journey.”

Hopkins said Wall “fits into the Hulu culture,” pointing out her passion, energy and willingness to be a “risk taker.”

He also said Wall “understands our emphasis on storytelling… especially when it comes to Hulu Originals.”

Wall spent a year and a half as leader of the global creative team at Netflix, where she spearheaded new brand campaigns and the launch of campaigns for “House of Cards,” “Orange is the New Black,” and “Arrested Development.” 

Hulu, said Hopkins, is at “a pivotal time in its growth.”

The company has more than 6 million subscribers, is increasing its lineup of Hulu Originals, and continues to spend big on content acquisition.

“Our goal is to become the go-to destination for fans of great television, establishing Hulu as the place for viewers to experience all things TV,” Hopkins said.

Hulu faces tough competition from Netflix, which has more than 36 million domestic customers of its own, as well as a growing library of well-received original content.

And, although it was late to the party, Amazon Prime Instant Video continues to draw a lot of attention, as well as making hay from Amazon’s Fire TV, which was released last month.

Stay tuned.

Jim O’Neill is Editor of Videomind and Principal Analyst at Brightcove. You can follow him on Twitter @JimONeillMedia and on LinkedIn