As Warner Bros. Discovery’s senior director of marketing, streaming, studios and networks, Sasha Mackie was tasked with leading the Australian launch of HBO Max, which even she describes as a moment “that redefined her trajectory”.
Chatting with B&T after taking home the Women In Media Award for Marketing, Mackie described the launch as “truly successful”, saying she loves the team she did it with.
Leveraging more than two decades of experience in the media industry, she guided HBO Max to become the fastest-growing streaming service in Australia. In fact, the launch exceeded expectations from day dot, surpassing targets by more than 350 per cent.
Her key highlights from the launch included aligning with EssenceMediaCom and Special Group and “launching a new brand in this country” something a marketer in this country doesn’t get to do very often.
The lowest point, she joked, was having to change the brand six weeks after launch.
Prior to joining Warner Bros. Discovery, she worked at the likes of News Australia, Foxtel, Seven and Network 10. Harnessing all that experience, it was no wonder she smashed the launch of HBO Max out of the park.
Mackie’s impact on the industry doesn’t stop there; she also champions more than 300 female staff across Australia and New Zealand in her role as chair of Women of Warner Bros. Discovery, a position she’s held for two years. This is a platform for female colleagues to connect, collaborate and support one another during a huge time for the business.
The part for women, Mackie said, is “different for women than it is for men”.
“More women need to be seated at the table,” she said before adding a final dig that “equal pay is also handy” – B&T couldn’t agree more!
