Albert Cheng Promoted to VP, Prime Video US at Amazon

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Albert Cheng goes up on Amazon.

Cheng, who was Chief Operating Officer at Amazon Studios, has been promoted to Vice President, Prime Video US, a new role under Prime Video chief Mike Hopkins.

Cheng previously reported to Jennifer Salke, head of Amazon Studios, and will now report to Hopkins, who is SVP Prime Video & Amazon Studios.

The move means that Cheng oversees the business side of the entertainment business, while Salke oversees the content. It’s a similar structure to Disney’s, where Dana Walden oversees content following her recent promotion, while Kareem Daniels oversees distribution.

Salke continues to report to former Sony Pictures TV chairman Hopkins.

The move comes after a big six months for Amazon in the entertainment space, MGM’s acquisition, launch The Lord of the Rings: The Rings of Power and the kick-off of Thursday Night Football.

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Cheng will become the “single-threaded leader” overseeing the company’s Prime Video business in the US and responsible for the income statement and revenue growth. He will lead brand strategy, brand social, influencer marketing, marketing activities, media and audience insights, and will be responsible for acquiring, retaining and engaging customers in SVOD’s entertainment hub, AVOD and marketplace.

Hopkins said in an internal note, “As we reflect on how we position ourselves to build on this growth, it became clear to me that we need a committed leader to focus on our US Prime Video business.” (read full comment below).

He added that Cheng will soon reveal how he will organize his team. Amazon will also reveal how Studios’ COO role and Studios’ content marketing organization will be structured.

Team,

2022 was a very strong year marked by tremendous growth and success for Prime Video. From the acquisition of MGM to the record-breaking success of The Rings of Power to the kick-off of Thursday Night Football last week to the launch of Clean Slate this summer, this team has come together and transformed Prime Video in many ways. I am so proud of what you have all accomplished and how you continue to deliver and prioritize our customers.

As I thought about how we position ourselves to build on this growth, it became clear to me that we need a committed leader to focus on our Prime Video business in the US. Therefore, I would like to share that Albert Cheng will assume the newly created role of VP, Prime Video US, effective immediately and reporting to me.

Albert will become the single-threaded leader overseeing our Prime Video business in the United States, with responsibility for the income statement and revenue growth, as well as driving and improving performance. He will continue his leadership on US and global tentpole programming strategy and consumer insights. Albert will also lead Prime Video’s brand strategy, brand social, influencer marketing, marketing operations, media and audience insights, and will be responsible for acquiring, retaining and engaging customers across our entertainment hub in SVOD, AVOD and Marketplace.

You will soon hear more about how Albert will set up his team and how the Studios COO role and Studios content marketing organization will be set up.

This is a critical role, requiring the ability to think big and deliver operational results. I can’t think of anyone better than Albert to take it on. Please join me in congratulating him on his new role.

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-Mike

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