Netflix Reshuffles Marketing
January 23, 2012 by UPI - United Press International, Inc.
LOS ANGELES, Jan. 21 (UPI) — U.S. movie rental company Netflix said its chief marketing officer Leslie Kilgore would be replaced by its vice president of marketing Jessie Becker.
Becker has been with Netflix for 11 years, one short of Kilgore’s 12 years as the head of marketing, The Hollywood Reporter said Saturday.
Becker’s new post is an interim assignment. Kilgore, meanwhile, will move over to a non-executive position on the company’s board of directors, the company said.
“Leslie has been instrumental in our long-term success and our recent return to solid growth. We are delighted she is joining our board of directors and will continue to be a key part of Netflix,” said co-founder and Chief Executive Officer Reed Hastings.
The move, however, comes after a series of costly marketing errors, including an attempt to divide the company’s down-streaming computer business from DVD rentals.
That move would have sharply increased subscriber costs. But the company backtracked on the decision after consumers complained, many of them dropping their subscriptions in the process.