Eric Pallotta is joining Warner Bros. Discovery’s Max direct-to-consumer streaming division as group senior VP of global brand, social and editorial.

In the newly created role, Pallotta will lead the development of social strategies and editorial campaigns worldwide for Max. In addition, he will work with Zach Enterlin, executive VP, brand, content and creative for HBO and Max, to oversee brand marketing.

Pallotta has over 18 years of experience at entertainment companies and consumer startups. He previously worked at Netflix for nearly a decade, where he is credited with pioneering the company’s fan-first social strategy before going on to manage the Netflix brand worldwide. Most recently, he served as CMO of Hatch, a company that makes bedside sleep machines and original audio. Earlier in his career, he worked at public relations firm Pmk-bnc.

“Eric has built a reputation as an earned media marketer visionary and will be a great asset to the company,...