Amazon Taps MAC CMO Ukonwa Ojo to Market Prime Video and Amazon Studios

Former marketing head Andy Donkin will move into new role

Ukonwa Ojo will start in her new Amazon role on Sept. 21. Ruvi Leider

MAC Cosmetics chief marketing officer Ukonwa Ojo is joining Amazon as CMO of Prime Video and Amazon Studios, leading the company’s global brand and originals marketing.

Ojo, a heavy-hitting executive who helped shepherd the MAC brand into the global market, will oversee all of Amazon Studios’ global brand and originals marketing beginning Sept. 21.

“As an award-winning marketer, Ukonwa has a fantastic two-decade track record as a builder of top global brands,” Amazon Studios svp Mike Hopkins wrote in a note to staff today. “Her wide-ranging experience will give us a broader perspective on how to connect customers to the Prime Video brand and grow our business by marketing our content in innovative ways to develop an even stronger emotional connection with our audiences.”

The hire means that Andy Donkin, the global head of Amazon Originals and Prime Video marketing, will transition into a new role later in the month. Donkin, whose new role will be announced at a later date, will help Ojo get settled in her new position.

“I want to thank Andy for his significant contributions in helping to grow the Prime Video business over the last 2½ years and for his leadership of the marketing team,” Hopkins wrote.

Ojo’s arrival comes at an inflection point for Amazon, whose ecommerce business is booming and as its Prime Video offshoot continues to invest in original programming ranging from comedies like Fleabag and The Marvelous Mrs. Maisel to dramas like Hunters and reality series like Making the Cut.

The service is presently working on several ambitious dramatic adaptations, including an anticipated Lord of the Rings television series and a show based on the ultra-popular fantasy book series The Wheel of Time.

Unlike rival streamers in the space, Prime Video’s task is to complement the overall value proposition of an Amazon Prime membership, instead of attracting subscribers to a standalone service—but developing (and marketing) popular and award-winning programming has so far been seen as a winning strategy for the company.

Ojo comes to Amazon after a storied marketing path. Prior to MAC, she worked as chief marketing officer of consumer beauty at Coty; she has also held brand and general management roles at companies like Unilever, Reckitt Benckiser and General Mills.

She has won more than 50 awards and honors over her time in the industry, including being named to the annual Adweek 50 list in 2016 for her work at Coty.

@kelseymsutton Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.