{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/624c82166a8b540013b2990b/699d3faae58ea9113866c01f?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Fandom Over Funnels: Marian Lee of Netflix on Culture-Led Brand Growth","description":"<p>This week on <em>Adspeak by ADWEEK</em>, 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.</p><p><br></p><p><strong>What You'll Learn:</strong></p><ul><li>How to build a marketing strategy around culture, not campaigns</li><li>The \"Flexibility-First\" marketing framework&nbsp;</li><li>Why authentic brand partnerships require custodianship of storytelling</li><li>How to translate digital fandom into measurable real-world experiences&nbsp;</li><li>The dual-role advantage: buying media as a marketer teaches you how to sell it&nbsp;</li><li>How to develop appointment viewing behavior for streaming platforms</li></ul><p><br></p><p><strong>About the Guest:</strong></p><p>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 &amp; 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.</p><p><br></p><p><strong>Guest Resources:&nbsp;</strong></p><ul><li>Marian Lee on <a href=\"https://www.linkedin.com/in/marian-lee-bb27843/\" rel=\"noopener noreferrer\" target=\"_blank\">LinkedIn</a></li><li>Netflix <a href=\"https://www.netflix.com/\" rel=\"noopener noreferrer\" target=\"_blank\">Website</a></li></ul><p><br></p>","author_name":"Adweek"}