Lori Elias
Los Angeles,CA
Summary
Dynamic, multi-award-winning global marketing executive with a robust track record in entertainment marketing, specializing in the development and execution of innovative brand and content marketing campaigns for film, series, and streaming platforms that drive substantial business success. Recognized for pioneering best-in-class campaigns at industry leaders such as The Walt Disney Company, Amazon, MGM Studios, and Prime Video, showcasing a forward-thinking approach to marketing strategy. A people-focused leader inspiring award-winning teams through active collaboration, maximizing performance, ROI, and brand loyalty. Expertise in leveraging business analytics, consumer insights, and industry trends to craft strategic, data-driven campaigns and product launches that consistently exceed objectives while identifying unique solutions that disrupt the status quo and enhance consumer experiences.
Overview
34
34
years of professional experience
Work History
Global Head of Marketing Strategy
Amazon Studios MGM | Prime Video
Los Angeles, CA
06.2022 - Current
- Lead global marketing strategy, creative and 360-execution for Amazon Original Tentpole & Franchise Series and Movies for Prime Video in 240+ territories around the world including creation of goals, campaign approach, audience targets, positioning, creative, and overall communication and marketing and engagement strategy.
- Developing and implementing groundbreaking marketing campaigns driving viewership and subscription growth.
- Set the strategic vision for Original Series Marketing campaigns and partner with function experts across disciplines including creative, social, influencer, media, partnerships, events, PR, platform, windowing and Development to develop materials and tactics that deliver on the releases marketing strategy.
- Act as a campaign leader who inspires and empowers functional experts across disciplines to deliver bar-raising, best in class ideas/tactics on a global scale generating outsized earned media opportunities.
- Deliver strategic alignment on the campaign brief, approach, marketing plan and cross-channel tactics across each group of stakeholders including Title Level Team, Internal Leadership and External Stakeholders.
- Cultivate positive relationships with talent, executive producers, external studios and other relevant stakeholders. Trusted daily contact with EPs on holistic campaign activity and developments.
- Work collaboratively with international marketing teams and local stakeholders to ensure overall go-to-market plans are successful globally.
- Led AI adoption initiatives across marketing campaigns enhancing team efficiency by leveraging early script analysis, generating preliminary key art sketches to reduce reliance on gallery captures, and streamlining presentation development and marketing ideation.
- STANDOUT ACHIEVEMENT:
- Spearheaded the global marketing campaign for the launch of Citadel, resulting in it becoming Prime Video's #2 most-watched series and the fourth most-watched series worldwide, effectively creating a global IP that expanded Prime Video's international audience. Further expanding audience engagement through International Originals in India and Italy.
- Directed a successful marketing campaign to deepen engagement with faith and family audiences on Prime Video, launching House of David, doubling home viewing audience goal. #1 on Prime Video Original Series, #8 Streaming original in the US, capturing over 50MM viewers world-wide.
VP, Global Product, Marketing Strategy, DMED
Walt Disney Company
Los Angeles, CA
06.1992 - 06.2022
- Developed and implemented go-to market strategy and integrated consumer-driven, 360-marketing campaigns for global theatrical releases and in-home franchises across post theatrical windows including Disney Studios, Disney-Pixar, Disney Live Action, Marvel, Lucasfilm, Disney Animation, and 20th Century
- Defined long-term and short-term studio goals to effectively manage P&L, AOP, LRP, budgeting, media & business planning, and tailor marketing strategy, product and content strategy and windowing informed by global consumer insights ensuring financial accountability and resource efficiency.
- Leveraged knowledge of consumer behavior to holistically re-evaluate and reshape windowing strategy, developing product launches and marketing plans optimizing revenue across theatrical, D+ and digital and physical retail
- Presented creative concepts to high-profile and award-winning filmmakers, producers, and studio heads, balancing business and creative needs to cultivate partnerships with external stakeholders crafting a singular but distinct voice and vision for all campaigns driving innovation and market expansion initiatives.
- Led strategic initiatives to enhance brand loyalty and customer engagement across multiple platforms.
- Mentored a team of 14 responsible for defining overall strategic and creative framework, consumer insights and planning across Marketing teams including Research, Media, Creative, Content, Digital/Social, PR, Promotions, Sponsorships, Retail and Synergy to drive world-class marketing content to deliver highest ROI across traditional and non- traditional marketing and media ensuring global consistency across campaigns.
- Working alongside Research and Insights, responsible for identifying latest consumer trends and behaviors, and leveraging those insights to unlock new growth opportunities, cultivating stronger relationships with consumers, increasing brand awareness, driving purchase, retention and acquisition.
- Established key performance metrics, set global KPI's , and reporting in partnership with Consumer Insights and Business Intelligence, lead a program of brand tracking, research and campaign analysis to optimize planning and ensure consistency and integration across campaigns in alignment with AOP and LRP.
- Cultivate an empowering and motivating team culture that celebrates inclusion, collaboration, and innovation, and provide professional development opportunities enabling team members to advance in their roles and as leaders.
- STANDOUT ACHIEVEMENT:
- Led marketing campaigns for four of the top five releases from CY20 to CY21, including Avengers: Endgame, Infinity War, Star Wars: The Last Jedi, and Black Panther, achieving unprecedented audience engagement and box office success.
- Executed the first-ever in-theatre to at-home premiere (Onward) becoming the fastest-selling digital title within the first six days of release.
- Played a key role on the leadership team that devised comprehensive marketing strategy launch plans for Movies Anywhere and Disney+, reinforcing brand presence and driving subscriber growth.
- Pioneered the development and execution of groundbreaking vault strategy for Disney classics, generating a new multi-million-dollar revenue stream across theatrical and in-home.
- Led cross-functional teams to develop and execute strategic initiatives aligned with corporate vision.
- Directed organizational change management efforts, enhancing communication and collaboration across departments.
Education
Bachelor of Arts - Marketing & Promotions
University of Connecticut
StorrsSkills
- Global 360 Marketing
- Go-To-Market Strategy
- Stakeholder Relations
- Emerging Technology
- Entertainment Marketing
- Entertainment Industry
- Team Management
- Franchise Brand Planning
- Streaming
- Theatrical New Release
- Animation
- Retail Marketing
- Lifecycle Management
- Global Budgets / P&Ls
- Consumer Trends
- Promotions/Sponsorships
- Scripted Series
- New Product Launches
- Transactional releases
- Advertising campaigns
- Product marketing
- CRM management
- Mobile marketing
Websites
Accomplishments
- Led the marketing launches on Prime Video for original series and movies driving incremental hours watched on service and over half a billion organic social and press impressions.
- Spearheaded the global marketing campaign for the launch of Citadel, Prime Video's #2 most-watched series and the fourth most-watched series worldwide, effectively creating a global IP that expanded Prime Video's international audience. Further expanding audience engagement through International Originals in India and Italy.
- Directed a successful marketing campaign to deepen engagement with faith and family audiences on Prime Video, launching House of David, doubling home viewing audience goal. #1 on Prime Video Original Series, #8 Streaming original in the US, capturing over 50MM viewers world-wide.
- Played a key role on the leadership team that devised comprehensive marketing strategy launch plans for Movies Anywhere and Disney+ driving adoption, subscriber acquisition and retention
- Led marketing campaigns for Disney, Pixar, Marvel, Lucas, Fox and Searchlight films resulting in four of the top five releases from CY20 to CY21, including Avengers: Endgame, Infinity War, Star Wars: The Last Jedi, and Black Panther, achieving unprecedented audience engagement and box office success.
- Pioneered the development and execution of groundbreaking vault strategy for Disney classics, generating a new multi-million-dollar revenue stream across theatrical and in-home.
- Consistently commended by upper management for spearheading and leading effective marketing campaigns. Winning the Bog Iger Creativity and Innovation award driving $16MM incremental studio net contribution.
Timeline
Global Head of Marketing Strategy
Amazon Studios MGM | Prime Video
06.2022 - Current
VP, Global Product, Marketing Strategy, DMED
Walt Disney Company
06.1992 - 06.2022
Bachelor of Arts - Marketing & Promotions
University of Connecticut
Awards
2023 Media Campaign of The Year Adweek– The Boys S3, 2020 Power Marketing Home Entertainment Top Campaigns – 3 awards Media Play News, 2020- & 2021-Women In-Home Entertainment Honoree- Media Play News, 2011 Bob Iger Creativity and Innovation Award Walt Disney Company, 2011 Synergy Award Walt Disney Company, 2008 Brand Team of the Year Walt Disney Company, 2003 Best of the Best Walt Disney Company