22 SEP 2022

Amazon promotes Albert Cheng to VP of Prime Video in the United States

Under the newly established role, Cheng will oversee the SVOD business in the United States, where he will be responsible for revenue growth, profit and loss and the overall performance of the service. 

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Albert Cheng

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Former Chief Operating Officer at Amazon Studios, Albert Cheng, has been promoted to Vice President, Prime Video in the United States. "Albert will become the single-threaded leader overseeing our Prime Video business in the United States, with responsibility for the P&L and revenue growth, and for driving and improving performance," a recent report states. "He will continue his leadership of US and Global tentpole programming strategy and consumer insights. 

Under the newly established role, Cheng will oversee the SVOD business in the United States, where he will be responsible for revenue growth, profit and loss and the overall performance of the service. He will also be responsible for brand strategy, marketing and audience insights for Prime Video in the US, as well as customer acquisition, engagement and retention across both Amazon’s SVOD and AVOD offerings. Cheng will now report to Mike Hopkins, SVP of Prime Video and Amazon Studios.

He will also be tasked with leveraging the division'sebrand strategy, brand social, influencer marketing, marketing operations, media and audience insights, and will be responsible for customer acquisition, retention, and engagement with its entertainment hub across SVOD, AVOD, and marketplace. "Albert will also head up Prime Video brand strategy, brand social, influencer marketing, marketing operations, media and audience insights, and will be responsible for customer acquisition, retention, and engagement with our entertainment hub across SVOD, AVOD, and Marketplace," a recejnt press release confirms.

He previously reported to Jennifer Salke, head of Amazon Studios. Cheng previously reported to Jennifer Salke, Head of Amazon Studios, and will now report to Hopkins, who is SVP Prime Video & Amazon Studios.