Pia Barlow is leaving HBO Max to become VP of Series Marketing at Amazon MGM Studios, marking the first time the studio has appointed a dedicated senior executive focused solely on original series promotion. Barlow held the EVP role overseeing originals marketing at HBO Max, where she shaped campaigns for Warner Bros. Discovery's flagship streaming service. She will report to Sue Kroll, Amazon MGM Studios' Head of Marketing.
The hire signals Amazon's commitment to building out its television originals division as it competes with Netflix, Disney+, and other streamers for audience attention. Amazon MGM Studios, formed after Amazon's acquisition of MGM Holdings, has been ramping up original content production but lacked a specialized marketing structure for series. Barlow's appointment gives the studio dedicated leadership for promoting shows like The Boys, The Rings of Power, and its expanding slate of prestige dramas and limited series.
At HBO Max, Barlow developed marketing strategies for major releases including the Game of Thrones prequel House of the Dragon and various HBO original series. Her departure reflects the broader talent migration across streaming services as platforms compete for specialized expertise in audience acquisition and brand positioning. Amazon MGM Studios' creation of this new role indicates the studio recognizes that series marketing requires distinct expertise from film promotion, particularly as streaming platforms increasingly rely on episodic content for subscriber growth and retention.
The move comes as Amazon continues investing heavily in original programming to differentiate its Prime Video offering. Under Kroll's oversight, the marketing department now has clearer organizational structure with dedicated leadership for series, suggesting the studio plans to elevate its promotional campaigns and compete more aggressively in the crowded prestige television marketplace.