Amazon MGM Studios Brings In HBO Max's Pia Barlow to Lead Original Series Marketing
· 3 min read ·
Amazon MGM Studios has appointed Pia Barlow, a longtime marketing executive from HBO Max, as its new head of original series marketing. The hire was announced internally on Friday through a staff memo, placing Barlow in charge of all promotional efforts for Prime Video's original series across both domestic and international markets.
Barlow is scheduled to step into the role on August 3. She will report directly to Sue Kroll, Amazon MGM Studios' global head of marketing for film, series, and brand. The position itself is newly created within the studio's organizational structure.
A Parallel Leadership Model
The setup mirrors the existing arrangement on the film side of Amazon MGM Studios' operations. Stephen Bruno, who serves as vice president of film marketing, also reports to Kroll. With Barlow's arrival, the studio now has dedicated marketing leaders overseeing both its original series and film divisions under a unified reporting structure.
In her memo to employees, Kroll emphasized the breadth of Barlow's background, noting that her expertise has been built across a wide range of genres in both film and television over many years. Kroll also expressed eagerness for Barlow to begin working alongside the broader team.
High-Profile Campaigns at HBO Max
Barlow joins Amazon MGM Studios from her most recent post as head of originals marketing at HBO Max, where she steered promotional campaigns for a slate of prominent titles. Her responsibilities there encompassed marketing for series including "The Pitt," "Euphoria," "House of the Dragon," and "Hacks." She was also involved in campaigns for HBO's upcoming television adaptation of "Harry Potter," among other projects in the platform's pipeline.
Her work at HBO Max placed her at the center of some of the most talked-about streaming launches in recent years, giving her direct experience in building buzz around prestige dramas and comedies alike.
Earlier Contributions at Netflix
Before her tenure at HBO Max, Barlow spent time at Netflix, where she worked on marketing for several culturally significant series. Her credits there included campaigns for "Orange Is the New Black," "Master of None," "Making a Murderer," and "Queer Eye." Beyond individual titles, she also contributed to shaping and expanding the streamer's international originals marketing strategy, helping Netflix strengthen its presence in global markets.
That international experience could prove valuable at Amazon MGM Studios, where Prime Video continues to expand its original programming footprint across multiple regions and languages.
What the Hire Signals for Prime Video
The creation of a dedicated original series marketing role suggests Amazon MGM Studios is looking to sharpen how it positions its television content in an increasingly competitive streaming landscape. By bringing in an executive with deep roots at two of the industry's most prominent streaming platforms, the studio is reinforcing its marketing leadership at a time when audience attention is fragmented across numerous services.
Barlow's track record spans scripted dramas, unscripted series, comedies, and highly anticipated literary adaptations, giving her a versatile portfolio that aligns with the wide range of original programming Prime Video produces and acquires.
As streaming platforms continue to vie for subscriber growth and engagement, marketing leadership decisions like this one can play a meaningful role in shaping which shows break through the noise. What's your take on this appointment — do you think Barlow's experience will help Prime Video's original series stand out? Share this article with your network and let us know your thoughts.
