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Hulu hires former Netflix marketing boss

US streaming and catch-up service Hulu has recruited Jenny Wall, Netflix’s former marketing executive who oversaw campaigns for series including House of Cards, Arrested Development and Orange is the New Black.

At Hulu she takes the position of senior VP, head of marketing.

Hulu CEO Mike Hopkins announced the hire in a post on the company’s site yesterday in which he noted Hulu will be upping its marketing spend as it rolls out new original series.

“At our Upfront, we announced that over the next year, we will more than triple our content marketing spend to grow awareness for, and interest in, Hulu Originals,” he said. “Additionally, we will be investing in a viewer acquisition and brand campaign to drive new TV lovers to Hulu. We count ourselves lucky to have Jenny at the helm as we accomplish this.”

Wall will work across marketing strategy, communications and overall brand building.

Prior to leading the global creative team at Netflix, Wall was chief marketing officer at the BLT agency and founded interactive agency Go Marketing where she ran campaigns for HBO, Discovery, Sundance Channel, and Paramount.

She said: “The intersection of entertainment and technology continues to fascinate me, and how amazing, challenging and ever changing it is – being part of something that changes how people view television is in my bones. I believe strongly that Hulu is at the forefront of where things are going, and on the right path to defining the future of television.”