Launch and promotion of titles

Promoting our titles happens on our consumer-facing product, and of the product through marketing. To help our members find the stories they’ll love, we need to connect users to the right content for them -- by creating trailers, artwork, subtitles, dubbing; metadata like synopsis and maturity ratings, etc. Our enterprise products are used by 50k+ users inside and outside of Netflix.

Our creatives need to scale the production of these promotional assets - millions of assets across 190 countries, in 40+ languages, and distributed across multiple platforms. Our products are used by a wide range of people such as video editors for creating trailers, linguists for subtitling, program managers who manage and mitigate scheduling risk for title launches, QC specialists who check the assets on Netflix, and others.

Ours globally distributed marketing team needs our technology to effectively plan and execute their campaigns through owned, earned, and paid media - e.g. social media, press, and programmatic ads respectively. We solve a wide range of problems such as high-scale programmatic campaign management to help get non-members to sign up for Netflix, planning and executing our media campaigns, enabling efficient testing of marketing hypotheses, and more.

Launch and promotion of our titles on the product

Introducing Netflix Timed Text Authoring Lineage
Taking a movie from Script to Screen, Promotional Media Engineering
AVA: The Art and Science of Image Discovery at Netflix
Essential Suite - Artwork Producer Assistant
Rearchitecting video gatekeeper
Implementing Japanese Subtitles on Netflix
Optimizing Content Quality Control at Netflix with Predictive Modeling
Building Mega assets efficiently
Netflix Promotional Artwork user story

Marketing - promoting our titles of the Netflix product

Engineering to improve marketing effectiveness - part 1
Engineering to improve marketing effectiveness - part 2
Engineering to Improve Marketing Effectiveness (Part 3) — Scaling Paid Media campaigns
podcast - web components and how to create ads at scale
Netflix Entertainment @ Scale: Marketing Technology, Christine Mitchell