Keeping Netflix Relevant In Turbulent Times, Leslie Kilgore Does An Impressive Job!
With technologies changing very fast, popular companies absolutely need the best possible advertising to survive. In fact, the corporate strategy that a company devises to survive changes or remain dominant in a given field may be useless if they are not able to properly express that strategy to their customer base. With the move toward digital media (downloads) over physical media (DVD, Blu-Ray discs), companies like Netflix have been struggling to adapt. Or, rather, Netflix would be struggling were it not for the effective efforts of Leslie Kilgore!
Leslie Kilgore is the Chief Marketing Officer of Netflix and she has served the company since 2000. Kilgore is credited with much of the success of Netflix in terms of winning over the American people on the concept of a mail-delivery DVD service. As Chief Marketing Officer, Kilgore was responsible for the advertising campaigns that launched Netflix into the collective consciousness and made Netflix into a serious competitor to traditional video rental chains, like Blockbuster Video. Through her tireless efforts, Netflix surpassed Blockbuster as the primary video rental service in the United States!
Kilgore came to Netflix after a year working for Amazon.com as their Director of Marketing. With her successes at promoting Amazon.com through innovative advertising campaigns, Leslie Kilgore was an important hire for the budding Netflix. Of course, with her Bachelor’s degree from The Wharton School of Business and a Master’s degree from Stanford, Leslie Kilgore is a professional catch for any business!
In recent months, Netflix saw an impact to their bottom line from the emerging digital download market. While the Chief Product Officer was quick to adapt the inventory of Netflix to prioritize digital media distribution, it was Kilgore who effectively sold the Netflix customers on the change. While Netflix still rents out DVD and Blu-Ray discs, their new advertising campaigns do not reflect that. Under Kilgore’s guidance, Netflix advertising has eliminated references to physical media, as well as their images. If you see a new Netflix commercial, you will see customers eagerly streaming videos and hear all about how easy it is to use Netflix to upload movies to your television or computer. That entire campaign is the brainchild of Leslie Kilgore.
Netflix stood at a crossroads and while even Leslie Kilgore could not sell the public on a potential rate hike, the company survived because Kilgore effectively marketed a product that dramatically lowers the operating expenses of the business. It is hard to imagine a better or more flexible Chief Marketing Officer than Leslie Kilgore!
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