Russell Arons has been named general manager of Machinima, the multiplatform service focused on gamer and fandom culture that Warner Bros. acquired late last year and added to its digital networks group.
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Arons most recently was SVP of worldwide marketing for Warner Bros. Interactive Entertainment.
In her new role Arons will head up Machinima’s creative, marketing services, data analytics and business development and operations, as well as the Machinima multichannel network.
Arons, who joined Warner Bros in 2009 and previously was head of marketing for Electronic Arts’ EA Play division, will also work with Chad Gutstein, Machinima’s current CEO, on a multi-week transition plan, after which he will be leaving Machinima to pursue entrepreneurial projects, the company said.
“Russell is a terrific creative executive with exceptional audience experience and brand building capabilities,” Craig Hunegs, president, business and strategy, Warner Bros. Television Group, said in a statement. “With deep knowledge in gaming, she speaks the same language as our Machinima creators, community and team, and has the proven ability to build and unlock strong consumer relationships.
“I’d also like to thank Chad for his many contributions over the last three years,” Hunegs added. “He’s done a great job leading Machinima’s team as they’ve strengthened their creator network, improved audience engagement and launched a content studio. I know he’s eager to take on a new venture, and everyone at Warner Bros. wishes him great success.”
Machinima’s distribution partners include PlayStation Vue, Amazon Prime, Verizon’s go90, China’s Sohu and The CW Network, among others.
Arons, who is also late of InfoSpace and Mattel, is a Magna Cum Laude graduate of Lake Forest College in Illinois with degrees in Business and Philosophy.