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Netflix's Power Base Shifts Closer to Hollywood

  • Next chief marketing officer will report to him, not CEO
  • Move reflects the company’s tilt away from Silicon Valley base

Netflix Inc.’s next chief marketing officer will report to programming boss Ted Sarandos, rather than the CEO, the latest sign that the company’s power center is shifting from Silicon Valley to Hollywood.

Netflix is conducting a search for a new CMO after Kelly Bennett announced two weeks ago that he was leaving the role. Bennett reported to Chief Executive Officer Reed Hastings at the company’s base in Los Gatos, California. But Hastings decided years ago that Netflix’s marketing should be used to promote individual shows and movies, and the latest change reflects that philosophy.