Erwin Smits
About Candidate
I am a commercially driven growth marketing leader with 15+ years of experience scaling brands, acquiring customers, and driving subscription growth across highly competitive digital markets.
At Warner Bros. Discovery, I led regional marketing for HBO Max France & Benelux, owning growth strategy across multiple countries and leading integrated acquisition and retention initiatives in a dynamic subscription business. My background combines strategic leadership with hands-on execution in scaling customer-centric brands.
I bring expertise in:
• Growth marketing and demand generation
• Customer acquisition and lifecycle optimization
• Market entry and regional expansion
• Brand scaling in subscription businesses
• Leading agile, cross-functional teams
In addition to my leadership background, I am actively developing AI marketing and Python skills to deepen my ability to drive smarter automation, experimentation, and scalable growth systems.
I am especially energized by ambitious growth-stage companies where speed, innovation, and measurable impact define success.
Location
Education
Activities and societies: Minor: Literature and Film; BA thesis: Idols without Idols. Why Idols winners don't become pop stars; MA thesis: The textual differences between documentaries and reality televisionActivities and societies: Minor: Literature and Film; BA thesis: Idols without Idols. Why Idols winners don't become pop stars; MA thesis: The textual differences between documentaries and reality television Media and Culture encompasses film and television studies, new media as well as comparative media studies, with both theoretical and practice-based modes of inquiry concerned with audio-visual culture as well as online and digital culture. Together with overarching concerns for media theory and media archaeology, the study of Media and culture also revolves around screenings, recording, video montage as well as the deft use of software and the web.
Work & Experience
• Spearheaded subscriber growth and engagement initiatives for HBO Max across France, Belgium, and the Netherlands. • Directed strategic planning and execution of B2C marketing initiatives, excluding biddable channels. • Oversaw comprehensive streaming communications, ensuring alignment across PR, social media, CRM, biddable and partner marketing.
• Formulated and executed comprehensive marketing plans aligned with channel strategy for Discovery Channel, Eurosport and discovery+. • Developed brand positioning and communication strategies to enhance market presence in the region. • Focused on achieving clear ratings and brand tracker goals to drive business development initiatives.
• Formulated and executed promotional plans aligned with Discovery Networks Benelux strategy. • Managed long-term portfolio planning and continuous brand communication for Discovery, Eurosport and discovery+ (formerly known as Dplay). • Enhanced brand visibility through digital platforms, focusing on brand objectives and linear ratings goals.
• Supported the marketing strategy for Discovery Channel and Eurosport in the Benelux region. • Coordinated consumer, ad sales, and affiliate marketing activities to ensure brand consistency. • Acted as a liaison with internal teams for content and campaign planning. • Managed relationships with external agencies and oversaw local marketing budgets.
• Supported the marketing department for female brands TLC & ID through comprehensive planning and execution. • Managed consumer, ad sales, and affiliate marketing activities to enhance brand visibility. • Collaborated closely with the marketing manager to align strategies and objectives.
• Supported marketing initiatives for Discovery Networks in the Benelux region, focusing on Discovery Channel and TLC. • Collaborated with marketing managers to execute consumer, affiliate, and ad sales campaigns. • Acted as the primary liaison for internal and international teams regarding marketing materials. • Ensured brand consistency across various campaigns and managed creative briefings and asset development.
• Collaborated with the Press & Communications Manager to develop and implement PR strategies for the factual channel portfolio across Benelux. • Coordinated program publicity activities, ensuring effective communication of program information through relevant media channels. • Managed PR projects and interns while liaising with external PR representatives and event agencies to enhance brand visibility.
