Netflix appoints Bozoma Saint John as CMO, first Black member in senior management of global streaming giant

Netflix on Tuesday, 30 June, appointed Bozoma Saint John as the streaming giant’s chief marketing officer, starting in August, adding a high-profile Black executive to senior management.

Saint John, who has been vocal about inequality in corporate America, joins from entertainment and talent agency Endeavor where she was the head of marketing since 2018. She also previously worked at Apple and Uber Technologies.

The appointment comes at a time as US companies are looking to diversify their workplace.

The death of an unarmed Black man, George Floyd, at the hands of police has triggered protests in the United States against racism and police brutality, while also reigniting the debate of diversity in America’s corporate boardrooms.

Netflix, earlier in the day, said it will allocate 2%, or about $100 million, of its cash holdings to financial institutions and organizations that directly support African-American communities in the United States.

The company said in a blog post it will start with $35 million, of which $25 million will be moved to a new fund, "Black Economic Development Initiative", and $10 million will go to Hope Credit Union for creating opportunity in underserved communities.

“This capital will fuel social mobility and prosperity in the low- and moderate-income communities these groups serve,” Netflix said on Tuesday.

Netflix has also announced a six-episode limited series on American sportsperson Colin Kaepernick. Colin in Black & White will examine Kaepernick’s high school years to illuminate the experiences that shaped his advocacy.

Earlier this month, the streaming giant announced they had curated a new collection of entertainment programs consisting of over 45 titles about racial injustice faced by African-Americans.

Some of the entertainment programs included in the 'Black Lives Matter' collection are Spike Lee's Da 5 Bloods, Ava DuVernay's 13th, and When They See Us, hit series Orange Is The New Black, and oscar-winning Moonlight and many others.

(With inputs from Reuters)

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