May 15, 2014, 11:57 AM

Hulu hires a former Netflix exec to oversee marketing

Jenny Wall joins the Top 500 streaming and content service as it promotes its original content.

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Streaming video provider Hulu LLC, No. 74 in the new Internet Retailer 2014 Top 500 Guide, has a new senior vice president, head of marketing.

Jenny Wall comes from rival Netflix Inc., No. 7, where between October 2012 and February 2014 she worked as vice president of marketing, according to her LinkedIn profile. Before that, she was chief marketing officer at entertainment agency BLT Communications, “creating marketing campaigns for television, films and brands,” Hulu says. Her experience also includes president at Crew Creative Advertising and marketing director at HBO.

“Over the next year, we will more than triple our content marketing spend to grow awareness for, and interest in, Hulu Originals,” says Hulu CEO Mike Hopkins, referring to the company’s original content. “Additionally, we will be investing in a viewer acquisition and brand campaign to drive new TV lovers to Hulu. We count ourselves lucky to have Jenny at the helm as we accomplish this.”

Wall will oversee such areas as strategy and implementation across the Hulu brand, consumer insights and creative. “Most importantly, she will focus on building overall ‘brand love,’ giving consumers a reason to come to Hulu and make it part of their daily lives as we build a relationship and connect with them throughout their Hulu journey,” Hopkins says.

Hulu did an Internet Retailer-estimated $479.4 million in web sales in 2013, compared to Netflix’s $4.4 billion.

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