Diana Pessin is Senior Vice President, Digital Media + Growth Marketing at HBO. Diana helped concept and launch the marketing campaign for the release of HBO NOW, HBO’s standalone streaming service, and is responsible for the ongoing development and execution of acquisition and retention strategies to drive subscription growth for the streaming business. Diana leads HBO’s digital media team, which helps translates the business objectives across the various business units at HBO into digital paid media strategies to support campaigns including show tune in, HBO brand efforts, home entertainment and licensing initiatives. She has focused on building HBO’s audience and data-driven digital media planning and activation capabilities and guided the development of HBO’s advertising technology ecosystem to increase targeting precision and media efficiency, which has dramatically changed the way HBO plans, buys and measures media investment across all lines of business.
Prior to the launch of HBO NOW in 2015, Diana spent over 10 years as the Director of E-Commerce and Marketing, managing operations for the HBO Online Shop and developing robust digital media and promotional campaigns to drive customer and revenue growth via search, affiliate marketing, paid social media, sweepstakes and email. In addition, she spearheaded the global expansion of HBO’s e-commerce footprint throughout the European Union with a multi-language, multi-currency and mobile optimized storefront.
Diana has a BS degree from Cornell University. Prior to joining HBO in 2002, she worked as a CPA at Arthur Andersen before receiving her MBA at Columbia University and pursuing a career in marketing with positions at Colgate Palmolive as an Assistant Brand Manager and Sportscapsule, a startup internet venture.
Diana served as a Director on the ICTV BrandsTM board, a direct marketing company from January 2016 – July 2018. Diana lives in New York City with her husband and four children.
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Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.