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
About the Guest:
Marian Lee is Chief Marketing Officer at Netflix, appointed in 2022 after serving as VP of UCAN Marketing. She leads a global team driving culture-shaping campaigns that connect audiences worldwide. Previously, she was VP & Co-Head of Music at Spotify, spearheading artist marketing and partnerships. Her career spans Condé Nast, J.Crew and PwC. She holds a BA from Barnard College.
Guest Resources:
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