24 FEB 2021

HBO MAX APPOINTED LEONARDO SAMPAIO TO LEAD ITS COMMERCIAL STRATEGY IN LATIN AMERICA

The executive will be in charge of the distribution, commercial strategy and new businesses of HBO Max, WarnerMedia's direct-to-consumer streaming platform in Latin America and the Caribbean that will launch towards the end of June.

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Leonardo Sampaio

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WarnerMedia, a division of AT&T Inc., announced that Leonardo Sampaio has been appointed as HBO Max’s new Vice President of Commercial Strategy and Business Development for Latin America. He will report to Jose Calderoni, Head of Growth Marketing at HBO Max for Latin America, and will be responsible for leading the distribution, commercial strategy and business development of HBO Max, WarnerMedia’s direct-to-consumer product in the Latin America and Caribbean region. HBO Max is scheduled to launch in those markets in late June.

Sampaio will oversee the development and execution of business strategies during the planning, launch, and growth phases of HBO Max in Latin America, complementing the direct-to-consumer offering with a robust B2B distribution footprint. Sampaio will collaborate closely with Jorge Carey, Head of Distribution for WarnerMedia Latin America, whose team will manage relationships with MVPDs, Telcos and Mobile players on behalf of HBO Max.

A key focus of his will be to grow subscribers and increase engagement, differentiating the HBO Max product and content experience through strategic partnerships and integrations across third party distributors, device manufacturers, payment providers, and third party retailers, brands, and service providers.

Sampaio most recently served as Director of Business Development in Latin America for Netflix, where he was responsible for building partnerships with Internet service providers, Pay TV operators, mobile carriers, consumer electronics, and retailers driving incremental acquisition and engagement for the global streaming service. Before Netflix, Sampaio was Director of Innovation and Business Development at Oi, Marketing Director at the French media group SDGB (Angola) and consultant in Strategy and Development at BBC World Service Trust in England.