HBO Max has appointed Daniel Tan as its VP, marketing for Southeast Asia, based in Singapore. It is understood that Tan (pictured) will be responsible for all HBO Max marketing efforts in Southeast Asia to lead the brand and grow subscriptions to the new service. HBO Max confirmed his appointment but declined to comment further.
He was previously with The Walt Disney Company for eight years, last helming the role of marketing head, Disney+. He reunites with Amit Malhotra, MD for HBO Max in Southeast Asia, India and Korea, who was previously regional lead for Disney+ in Southeast Asia. Malhotra also led content sales and distribution for South APAC and Middle East. Disney+ declined to comment.
At Disney, Tan established customer acquisition, retention and win-back strategies to drive subscriber growth; created marketing budgets, strategies and plans, and led regional marketing for Disney's content distribution business in South APAC and Middle East, his LinkedIn said. He also served as head of studio entertainment (Malaysia and Singapore), delivering films such as Avengers: Endgame, Captain Marvel, and Aladdin. He also led the P&L of Disney's theatrical business in Malaysia and Singapore for its portfolio of films from Disney, Pixar, Marvel and Lucasfilm, his LinkedIn added.
Before that, Tan was part of the WarnerMedia family under Turner International where he was regional marketing director (Southeast Asia and Greater China) from 2008 to 2013. He also worked at FOX Networks Group as regional marketing director and Scorpio East Entertainment as marketing director.
HBO Max rolled out last May in the US and has since been unveiled in 39 territories across Latin America and the Caribbean on 29 June. The streaming platform arrived in Europe in October with launches in the Nordic countries of Sweden, Denmark, Finland and Norway, as well as Spain and Andorra, and will launch in additional European countries next year. HBO Max is expected to be available in 61 global markets by the end of the year.
Meanwhile, WarnerMedia previously said that new Warner Bros. Pictures' movies would also stream exclusively on HBO GO in Southeast Asia, 46 days after the theatrical releases. Malhotra was appointed to lead the rollout and management of HBO Max and is responsible for the management of HBO GO, WarnerMedia’s existing OTT streaming service available in eight territories across Southeast Asia.
The company also said previously that moving forward, he will spearhead the introduction of HBO Max in these territories and will lead WarnerMedia’s exploration of future opportunities to launch the streaming platform in additional markets, as well as a potential future launch in India.
WarnerMedia unveiled its new regional hub for Asia (excluding China and Japan) in Singapore two months ago. The new hub fully integrates the company's business in the region, including Warner Bros., HBO, Turner brands and HBO Max. The company said in September that it will substantially increase additional roles in Singapore in the coming years, including those in the technology field as the company increases focus on its direct-to-consumer streaming business, which will be led by Malhotra.
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