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WarnerMedia, a division of AT&T Inc, announced that Luis Duran will join the company in February as General Manager for HBO Max Latin America.

He will report to Johannes Larcher, Head of HBO Max International, and will be responsible for the rollout and management of WarnerMedia’s direct-to-consumer product HBO Max in the Latin America region, which is expected to launch later this year.

Johannes Larcher said, “HBO has a stellar reputation as the go-to destination for premium programming throughout Latin America, and HBO Max will build on that foundation to offer a broader selection of entertainment content that will appeal to the entire household. We have set ambitious goals to make HBO Max a compelling and accessible streaming option in Latin America, and I am confident Luis and his team are ready to help realize this aspiration.”

Duran most recently served as Chief Commercial Officer for the digital unit of MBC Group, the Middle East’s leading media company based in Dubai, where he was part of the successful relaunch of the group’s flagship digital product, Shahid, overseeing all revenue streams and leading the Marketing, Distribution and Analytics and Support teams.

Previous to MBC Group, Duran held senior leadership roles at iflix, a VOD service focused on emerging markets, and TIMWE, a global provider of digital and traditional content solutions. Duran also has an extensive Management Consulting background after a 10-year career at Delta Partners, where as an Associate Partner focused on the Telco and Media industries.

Joining Luis Duran leadership team in Latin America are Dionne Bermudez as Head of Product, Jose Calderoni as Head of Growth Marketing, Dainira Falk as Legal Lead, Maria Huntsberry as Talent Lead, Jesus Rodriguez as Head of Content Experience and Dario Tonelli as Head of Data, Insights & Planning.

HBO Max Latin America’s team will build on the partnership with Whit Richardson, President, WarnerMedia Latin America, and members of his team – including Jorge Carey, Head of Distribution; Tomás Yankelevich, Chief Content Officer, General Entertainment; and Pablo Zuccarino, Head of Kids, Latin America – in a collaboration that’s pivotal to the success of HBO Max in the region.

This close collaboration with WarnerMedia Latin America, which is responsible for the MVPD distribution of HBO Max, the production of local original content and the overall HBO Max content strategy, will ensure a wide availability of the service, as well as a new and unparalleled content offering strengthening the entertainment experience with beloved local and global programming.