Netflix has appointed James Foster as its new vice president of EMEA marketing.
Foster will leave his post as head of global marketing and chief marketing officer for Ikea Retail after only a year at the Swedish furniture company.
Before his time at Ikea, Netflix’s new VP of EMEA marketing was the vice president of Reebok Europe. He also spent 13 years working for Adidas in various international roles across general management and marketing.
Replacing Danielle Crook-Davies, Foster is set to lead the streaming giant’s EMEA marketing team out of Amsterdam.
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The news comes a month after Netflix launched its new ad-supported tier in a bid to offer customers a more cost-effective subscription alternative.
The move marks a important departure from the firm’s traditional subscription-based model, but faced with ever-stiffening competition and an adverse global economic situation, Netflix has been forced to adapt and introduce alternatives. The company lost well over 1 million customers in the first half of this year.
Netflix UK’s cheapest option is currently setting customers back £6.99 a month. In a release, a spokesperson commented: “We’re confident that we now have a price and plan for every fan.”
“While it’s still very early days, we’re pleased with the interest from both consumers and the advertising community and couldn’t be more excited about what’s ahead.”
