This week on Adspeak by ADWEEK, host Rebecca Stewart speaks with Netflix CMO Marian Lee about building culture-first marketing that fuels fandom and organic conversation.
From flexible campaign planning to live events and immersive brand experiences, Lee shares how Netflix balances authentic partnerships, IP protection, and ad-supported growth, positioning the brand as a cultural force, not just a streaming platform.
What you’ll learn:
- How to build a marketing strategy around culture, not campaigns
- The Flexibility First marketing framework
- Why authentic brand partnerships require custodianship of storytelling
- How to translate digital fandom into measurable real-world experiences
- The dual-role advantage: buying media as a marketer teaches you how to sell it
- How to develop appointment viewing behavior for streaming platforms
Marian Lee is chief marketing officer at Netflix, appointed in 2022 after serving as vice president of UCAN Marketing. She leads a global team driving culture-shaping campaigns that connect audiences worldwide.
Previously, she was vice president and co-head of music at Spotify, spearheading artist marketing and partnerships. Her career spans Condé Nast, J.Crew and PwC.
