With 15+ years leading marketing at HBO and Warner Bros. Discovery globally, Elana bridges the brand and production worlds, bringing a marketer's eye to campaigns, content and live experiences.
Elana Loewenthal is an American marketing executive from New York, based in Madrid since 2016, and partner to House of G on production services, content, live events and marketing campaigns. She built HBO's international marketing function from the ground up in New York and led US campaigns for HBO original titles such as Big Little Lies, Girls and Silicon Valley, then moved to Spain to launch HBO España, the company's first streaming service in the country. As VP Brand & Content Marketing for HBO Max in EMEA, she led the launch of HBO Max across 26 European markets, leading a team of 27 members and driving significant impact on brand awareness and revenue growth in the region.
Some of her best-known work has happened live. She created and ran the Game of Thrones Global Exhibition for three years, with 15 events across cities including NY, São Paulo and Paris, and a 5:1 return on investment. At SXSW she brought in Oculus Rift's first-ever entertainment brand partnership, a virtual reality experience that put fans inside Westeros. She has led activations at Comic-Con and the San Sebastián Film Festival, co-branded launches with partners like Vodafone, culture-driven title campaigns across Spain and Europe, creator collaborations such as Trixie Mattel's Pride campaign for HBO Max, and the HBO Max social strategy around the Paris 2024 Olympics, which reached over 15 million impressions. Elana has also overseen many live action promotional shoots for AV campaigns such as the HBO Max launch spot in Europe which ran across 22 markets and short form content capture with A-list talent for social media and other promotional channels, captured on-set and at red carpet premieres.
As a longtime brand and content marketer, Elana understands what clients need and what it takes to bring a compelling story to life. At House of G, she delivers campaigns, events and productions for international brands, studios and production companies, combining local expertise in Spain with a global perspective. Elana loves turning ideas into immersive stories people can experience, share and remember.