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Los Angeles, U.S.A. — Machinima, the largest entertainment network on YouTube, announced on September 12, 2012, the appointment of Kevin Doohan to the newly created role of Executive Vice President, Marketing for Machinima. In his new role he will oversee all aspects of marketing functions for Machinima, including brand and trade marketing, social media, promotions, and public relations.
Doohan joins Machinima from Red Bull, where he served as Head of Digital Marketing at Red Bull North America. Under his leadership, Red Bull experienced explosive growth across digital channels, especially in social media. Doohan will report to Allen DeBevoise, Chairman and CEO of Machinima, who made the announcement today.
“We are extremely excited to welcome Kevin to the Machinima team during this seminal time in our strategic growth trajectory,” said DeBevoise. “He offers a unique combination of CPG brand marketing knowledge and deep digital marketing experience, and we are thrilled to bring his vast understanding, perspective and expertise of marketing into the Machinima fold.”
“Machinima’s content delivered globally on all devices instantly is the future of how we consume and interact with entertainment media”, said Doohan. “I’m looking forward to applying techniques I have learned to build the “forward thinking” marketing model within Machinima. I see many similarities between video games today and action sports in the early days. What started out as a niche audience has grown into a much larger one with significant cultural influence and economic power. Gaming and the geek lifestyle are a force in pop culture. Machinima has the potential to become a powerful, global lifestyle brand. I look forward to realizing that potential with the team.”
While at Red Bull, teams led by Doohan transformed RedBull.com into a global content hub, and pioneered new approaches to digital advertising and retail marketing. As part of that, Doohan restarted and focused Red Bull’s gaming/e-sports marketing strategy and his team conceived, launched, and managed Red Bull LAN and Red Bull Battlegrounds, two real world events that drew millions of viewers online.
From November 2008 to June 2012, Doohan’s Red Bull team led development of strategy and activations that grew Red Bull’s Facebook likes from 300,000 to 28 million, developed the Twitter strategy which acquired over 700,000 followers, and drove Red Bull as a brand pioneer on Instagram, Klout, and other platforms.
Prior to joining Red Bull in 2008, Doohan was Director of Interactive Marketing at ConAgra Foods, where he led digital marketing for all ConAgra Foods leading brands including Healthy Choice, Orville Redenbachers, Slim Jim, Hunts, and more. Doohan’s team at ConAgra foods created the multi-brand digital platform strategy and was the business owner of a groundbreaking consumer segmentation program (Gold Consumer) that improved marketing effectiveness across the organization.
Additionally, Doohan held Senior Marketing roles at Digital Insight (now an Intuit company) and at Cendant Corporation, where he was a customer experience leader on the team that designed and launched Move.com, the #1 website for online real estate.
Doohan earned an MBA at Northeastern University and is a dual citizen of USA and Ireland.