Hulu CMO Kelly Campbell Promoted to President

She'll lead the streaming service following the exit of CEO Randy Freer

Campbell joined Hulu in 2017 just as the company was pushing further into originals and its live offering.
Campbell joined Hulu in 2017 just as the company was pushing further into originals and its live offering. Hulu

Longtime Hulu chief marketing officer Kelly Campbell will become the streaming service’s president, replacing former CEO Randy Freer at the helm of the company now operated by Disney.

The promotion, effective immediately, means Campbell will lead Hulu’s on-demand and live streaming offerings, including Hulu’s original programming, and will work closely with members of Disney’s direct-to-consumer and international segment as Hulu becomes more closely integrated into Disney’s operations. She will report directly into Kevin Mayer, the chairman of Disney’s DTC and international arm, highlighting the extent of the integration.

“Kelly is an immensely talented leader who has been a driving force in defining Hulu’s brand vision and strategy,” Mayer said in a statement. “She has built a tremendous multi-talented team and developed strategic campaigns that helped double Hulu’s subscriber base. Our senior leadership team is excited to welcome her aboard and can’t wait to work together to further grow Hulu’s footprint in the U.S. and beyond.”

Campbell joined Hulu in July 2017 to head up Hulu’s marketing as the company began pushing further into original programming and live streaming. Since then, she has centered Hulu’s brand-building and messaging on cheeky, celebrity-studded spots, including the service’s Better Ruins Everything campaign, its various Hulu Sellouts spots and a reality TV campaign shot at Chrissy Tiegen’s house. Most recently, Campbell’s team worked on a Super Bowl ad starring New England Patriots quarterback Tom Brady.

“This is a time of tremendous growth and transformation for Hulu, and I am incredibly energized by the opportunity ahead as we enter into this next chapter,” Campbell said in a statement. “The Hulu team is among the brightest, most technologically and creatively audacious in the industry, and I know we are going to do great things as part of the pioneering and equally bold team Kevin has built at DTCI.”

It was not immediately clear whether Hulu will hire another CMO.

Campbell’s appointment comes nearly a month after the departure of Freer, who announced his exit from the company in January as Disney moved to further integrate the streaming service into its suite of direct-to-consumer streaming offerings. Hulu has come more closely under Disney’s purview since Disney assumed full operational control of the streamer in May 2019; since then, the streamer’s originals team has been integrated into Disney’s television division.

With more than 30 million subscribers as of January, Hulu is a major asset in Disney’s portfolio of streaming services. The service has invested considerably in original and prestige programming, and it will next month become home to new and existing FX programming, which Disney now owns following its 2019 acquisition of Fox.

Disney is planning to take Hulu international sometime in 2021, Disney CEO Bob Iger said last month.

Hulu CMO Kelly Campbell speaks at Adweek's 2019 Challenger Brands Summit.

@kelseymsutton Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.