Vice President, Brand Marketing
HBO | HBO Max
Dana Lichtenstein is Vice President, Brand Marketing for HBO and HBO Max, responsible for spearheading the development of award-winning pro-social marketing campaigns and developing brand positioning, strategic architecture, brand campaigns, and visual identity systems for HBO and HBO Max. She was named to this position in March 2020.
Most recently, Lichtenstein successfully worked with several agencies to develop the launch campaign for HBO Max, which included 2 different campaigns with over 20 different pieces of creative across TV, OOH, and digital media over the course of three months. Her recent successful marketing campaigns include WarnerMedia’s COVID-19 PSAs; “It’s OK,” an initiative to destigmatize and encourage conversation around Mental Health; and “Because of Her,” a platform that supports female empowerment and equality, and campaigns encouraging voter participation. Lichtenstein also currently supervises the HBO College Ambassador program on over 50 campuses, driving registration and increasing brand affinity.
Previously, Lichtenstein oversaw the award-winning HBO brand campaign, “It’s What Connects Us,” the company’s first global brand campaign that was distributed in 25 countries. She was also responsible for the HBO theatrical marketing campaign, “Stay Home To The Movies,” a platform that created awareness for HBO’s theatrical offering resulting in experiential partnerships with Bumble as well as a tiny home pop up in Dumbo, Brooklyn.
In her role as director, Program Marketing at HBO, Lichtenstein directed creative (print, TV, and interactive) media planning and experiential agencies to launch integrated multi-million-dollar marketing campaigns. She spearheaded HBO’s FYC brand marketing campaign, inclusive of a multi-phase, cross platform initiative to support over 30 HBO original series, documentaries, films and specials.
Lichtenstein originally joined HBO in 2007 as a marketing coordinator in Home Entertainment, and worked her way up to director, Marketing, Home Entertainment and Consumer Marketing, where she was responsible for directing the marketing strategy for award-winning consumer, trade marketing and product development for HBO DVD, Blu-ray, and Digital Download releases on high profile series including Game of Thrones, True Blood, Girls, The Newsroom, Strike Back, Banshee, The Sopranos and Sex and the City.
Lichtenstein began her career at NBC and also worked at Mindshare as a national media buyer and at Ogilvy & Mather as an assistant account executive. She has a BA from New York University and is a member of Women in Cable Telecommunications, the Television Academy, and Voices Against Brain Cancer.