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Netflix to bolster marketing operations in New York City

Netflix is to build out its marketing operations in New York City with the expansion of a Manhattan office staffed by marketers, content executives and production developers.

The Manhattan space will employ 127 executives in the Flatiron district within the next five years, increasing its current city-based staff by nearly 100. Primed to open on 888 Broadway, the 100,000 square foot office will house marketers alongside executives from the fields of publicity, content acquisition, development, production and legal.

The company will also open a production space in Brooklyn, which will comprise six sound stages and will have the capacity to create “thousands” of production jobs by 2024.

Netflix worked alongside governor Andrew Cuomo to ink what it is calling a $100m investment into the city. The deal will no doubt come as a relief to the Democrat, who dubbed Amazon’s thwarted move to Long Island City as “the greatest tragedy that I have seen since I have been in government”.

“Netflix is innovative, creative and bold – just like New Yorkers – and the expansion of this cutting-edge company in New York once again demonstrates the Empire State is open for business," he said. "We’re proud Netflix chose New York to grow its business, and we look forward to the jobs, economic activity and world-class productions this project will bring."

Jason Hariton, director of worldwide studio operations and real estate at Netflix, added: “New York has created a film-friendly environment that’s home to some of the best creative and executive talent in the world, and we’re excited to provide a place for them at Netflix with our production hub.

The brand will receive $4m in performance-based tax credits from Empire State Development over the next 10 years so long as it hits its target of hiring the earmarked 127 jobs by 2024, and retaining them until 2029. It must also retain its existing workforce of 32 office jobs in order to receive the kickback.

Netflix's main entertainment hub, which houses its central marketing, publicity, content and legal teams, is located on the Sunset Bronson Studio Lot in Los Angeles, California.

Netflix is currently on the hunt for a new chief marketing officer after the resignation of Kelly Bennett, who is currently manning the role for ‘a transitional period’ until a new chief marketing officer is named.