Fandom Over Funnels: Marian Lee of Netflix on Culture-Led Brand Growth
Adspeak24 Feb

Fandom Over Funnels: Marian Lee of Netflix on Culture-Led Brand Growth

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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