Su Kelsay is the Senior Vice President, Marketing Technology and Operations, HBO Max for WarnerMedia where she is driving strategic growth, retention and engagement for the worldwide launch of HBO Max through innovative marketing strategies, technology and analytics.
Su has helped HBO Max successfully increase engagement and decrease churn by establishing tools to measure and monitor customer lifecycle patterns. Under Su’s leadership, her team was pivotal in growing HBO/ HBO Max domestic subscriber count from 33 million to 41.5 million since the launch of HBO Max, surpassing AT&T’s projected figure for 2022. The 8.5 million is more growth in subscribers than HBO had in the US in the past 10 years combined. As HBO Max rolls out globally to 61 markets by the end of 2021, Su’s team will play an instrumental role in onboarding colleagues in Latin America and Europe by serving as a center for excellence to streamline data collection efforts and processes.
Su’s work enables HBO Max to properly invest advertising spend where the company experiences the largest ROI. In addition, the Marketing Technology and Operations group ensures the customer journey and experience feels personal and resonates with consumers throughout each stage of the company’s marketing campaigns.
Su’s expertise in performance marketing provides HBO Max the necessary tools to grow and expand our audience reach. She is an accomplished executive with a history of driving marketing and media strategies with intelligent analytics and technology enablement. She is experienced managing large marketing, operations, research, and analytics teams to drive revenue and product growth.
Prior to coming to HBO Max, Su was VP, Consumer Intelligence for the Warner Bros. Data Intelligence Group where she was responsible for data strategy for the studio. In this role, she managed data partnerships, cross-company data collection and audience activation, programmatic and addressable media buying, CRM marketing and insights.
Su worked as a management consultant at McKinsey and Company where she served various Fortune 500 companies and led numerous client engagement teams in the areas of strategy, growth, and operations. She also spent time in the banking industry at CapitalOne driving marketing strategy and operations, as well as at the startup incubator Idealab.
Su earned her Bachelor of Business Degree in Marketing and Communications from the Goizueta Business School of Emory University. Su has been a frequent speaker and panelist at a variety of adtech and marketing industry events and currently lives in Los Angeles, California with her husband, two kids, and two West Highland Terrier.