Lucinda Martinez

Senior Vice President, Multicultural & International Marketing

Time Warner

Lucinda Martinez is Senior Vice President, Multicultural & International Marketing, responsible for all HBO, HBO NOW, HBO Latino, Cinemax and Cinemáx branded targeted marketing efforts to the African American, Latino, Asian and LGBT audiences. Recently her role was expanded to lead HBO International Marketing to the steadily growing global markets and audiences in 67 countries. Among her many accomplishments at HBO, she has collaboratively led the network’s branding, acquisition and retention efforts in making HBO Latino the most recognized Latino premium channel on television, and has helped create meaningful, long-term connections to the HBO brands within the rapidly changing cross cultural marketplace. Lucinda joined HBO in 1995 as an associate manager of Marketing. After five years with Comedy Central as director of distribution and partnership marketing, she rejoined HBO in 2003 as director of Direct Marketing, and was later named director of Strategic Partnerships and Emerging Markets in 2005. In 2006, she was promoted to vice president of Domestic Network Distribution & Multicultural Marketing, where she oversaw all subscriber growth and retention strategies for HBO, HBO Latino and Cinemax brands and products, and elevated HBO’s presence in emerging markets through targeted marketing efforts in partnerships with all of HBO’s major distributors. She serves on the NY Board of the American Heart Association (AHA), where she launched the first-ever Latino Health Summit to help reduce cardiovascular disease and promote heart health among the most affected. For her work with AHA, Martinez received a 2011 Time Warner Andrew Heiskell Community Service Award. She is also an officer on the board of the Council of Urban Professionals, and serves on the advisory board of the Hispanic Scholarship Fund (HSF). Lucinda holds a B.A. from Columbia University.