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2022 EMERGING LEADERS - WARNER BROS. DISCOVERY'S MACKENZIE HUMMEL

By Masha AbarinovaMay 19, 2022 02:20pm
Warner Bros. DiscoveryEmerging Leaders 2022HBO Max
(Warner Bros. Discovery)

The Fierce Video editorial team is proud to present its third annual Emerging
Leaders Awards, recognizing the brightest young professionals rising up the
ranks of the streaming TV industry. Throughout the month of May we’ll be
featuring these profiles with each of our finalists. We will announce the
winners during our StreamTV Show with a live awards ceremony in Denver on June 6
at 7:30 p.m. MT.  Not yet registered for the StreamTV Show, running June 6-8? Be
sure to register now!






Mackenzie Hummel/Warner Bros. Discovery:



As account manager in the sales and distribution team, Hummel manages
multibillion-dollar partnerships with top global distributors of the newly
formed Warner Bros. Discovery portfolio. She is responsible for monetization and
strategic growth across HBO Max and the company's suite of linear networks
including TBS, TNT, truTV, Cartoon Network, Cinemax and others. Hummel's
innovative approach to negotiating and quarterbacking partner initiatives has
made her a key leader within the company's global platforms business. In 2021,
she grew her accounts and outperformed the marketplace average by nearly 2x,
including launching the top-performing HBO Max hardware bundle with Roku. As a
collaborative manager with a passion for team building, Hummel has earned her
reputation as a problem solver across the multiple roles she's served throughout
her eight-year tenure with the company.




What her colleagues are saying:

"Warner Bros. Discovery's global platform distribution team strives to deliver
best-in-class results, and Mackenzie Hummel is a standout contributor and clear
example of our team's aspiration and performance. Her current work with Roku
exemplifies our values: the tenacity and courage to challenge the status quo, a
bias toward action and critical thinking skills to support her initiatives. I'm
immensely proud of Mackenzie's recognition by Fierce Video as she is aptly
identified as an emerging leader within media. I'm eager to witness her
continued ascent in the years to come.“  - Mike Takac, EVP of sales and
distribution at WBD

"Mackenzie is a standout member of the Warner Bros. Discovery distribution
organization. She is entrepreneurial, curious and strategic. Her work ethic and
drive are unmatched, yet she always finds time to help a fellow team member or
take on management of a new project. Mackenzie has shown immense dedication to
achieving our business goals and demonstrates the forethought to achieve long
term success. I'm most impressed with her ability to balance a positive attitude
with the capacity to navigate adversity and change. She embodies the term 'grace
under fire' and this is one of the many reasons why internal and external
stakeholders love working with her." - Kate Pluta, SVP of sales and distribution
at WBD



Streaming Industry Q&A:

What streaming services do you subscribe to?

It's an ever-growing list! HBO Max (currently loving Barry), Netflix, Amazon
Prime, Apple TV+, Hulu, Disney+.

Describe your biggest career highlight so far.

Free Virtual Event

REGISTER FOR FREE FOR BROADBAND TECHNOLOGY SUMMIT!

May 23-24, 2022

Register

Launching HBO Max on our largest distributor during the height of the global
pandemic was simultaneously one of the most challenging and rewarding
experiences of my career to date. I had the opportunity to manage a core launch
partner in 2020 and build our go-to-market plans from an early stage. With our
team's unique position, we can leverage the strengths of our partners to excel
growth in the market. This requires a collaborative approach that contemplates
how our promotional and offer strategy fits within the media landscape at large.
We see the competitive "streaming wars" play out on a daily basis on our partner
platforms. Our team had to be agile launching a new product within this
landscape, and we were able to achieve unprecedented work while dispersed
nationwide. I deepened my expertise in the subsequent launch of the ad-supported
tier and navigated the rollout of HBO Max in Latin America and select European
territories. In expanding HBO Max's global scale, my scope of the business has
widened. It is a great source of pride to see how our programming can create
connections between cultures and viewers worldwide.

What has been your biggest career learning experience?

Through my experience working on building HBO Max, I've learned firsthand the
importance of putting yourself in the customer's shoes with every decision. The
audience perspective is an important lens to keep top of mind, especially in an
industry that is as fast changing as ours. In the products or campaigns that may
have failed in my career, I dig for learnings to apply to future successes. At
the core of those learnings is how do we get to where our customers want us to
be so we can continuously provide them the best service and entertainment. 

What's next for you in terms of new challenges in streaming TV?

Personally, we're in an exciting new chapter of our company's history merging
with Discovery to form Warner Bros. Discovery. Having been with the company
through the prior AT&T acquisition as well, I embraced that with challenges come
great opportunity. Change is becoming the new norm that we are learning to
thrive in. This merger is representative of larger shifts in our streaming
industry overall as customers are evaluating both their streaming wallets and
their consumption habits. There is a growing expanse of entertainment options at
a customer's fingertips today, and we are continuing to evolve our company,
library and value offering to compete in that ecosystem. That aspect of
streaming is a thrilling experience that forces me to think differently about
our business every day.

Video

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