In her current position, Pessin oversees Marketing Analytics and the HBO NOW retention program in addition to subscriber acquisition, uniting all customer lifecycle marketing under a single vision across paid, owned and earned channels. In her continuing role leading the digital media team, Pessin is responsible for overseeing renegotiations with key media partners such as Google, Facebook, Conde Nast and Twitter, gaining critical upfront savings and long-term value. Additionally, she has developed audience sharing
capabilities and initiatives across the other WarnerMedia divisions. She has also guided the development of HBO’s advertising technology ecosystem and has built a team of media practitioners fluent in precision audience targeting, adtech and measurement. Pessin plays a critical role in HBO’s partnership with AT&T and Xandr, evaluating how to leverage rich data to continue fueling the company’s targeting approach and evolving measurement capabilities.
In her previous role as vice president, Digital Media & Acquisition, Pessin was on the original team that launched HBO NOW, in which she helped build a multi-channel, always-on acquisition strategy that efficiently generates new subscribers with increasing lifetime value year-over-year. In addition, she led the digital media team, which helps translate the business objectives across the various business units at HBO into digital paid media strategies to support campaigns including show tune in, HBO brand efforts, home entertainment and licensing initiatives. During her tenure at HBO, she has focused on building the company’s audience approach and has led the data-driven transformation of HBO’s media practice, changing the way the company plans, buys and measures media investment across all lines of business.
Prior to the launch of HBO NOW in 2015, Diana spent over 10 years as the Director of E-Commerce and Marketing, managing operations for the HBO Online Shop and developing robust digital media and promotional campaigns to drive customer and revenue growth via search, affiliate marketing, paid social media, sweepstakes and email. In addition, she spearheaded the global expansion of HBO’s e-commerce footprint throughout the European Union with a multi-language, multi-currency and mobile optimized storefront.
Pessin has a BS degree from Cornell University. Prior to joining HBO in 2002, she worked as a CPA at Arthur Andersen before receiving her MBA at Columbia University and pursuing a career in marketing with positions at Colgate Palmolive as an Assistant Brand Manager and Sportscapsule, a startup internet venture.
Pessin served as a Director on the ICTV BrandsTM board, a direct marketing company from January 2016 – July 2018. Diana lives in New York City with her husband and four children.