Lionsgate has made a strategic move by appointing digital media veteran Brad Haugen, formerly the president of Will and Jada Pinkett Smith’s Westbrook Media, as their new executive vice president of digital strategy and growth. This decision underscores Lionsgate's commitment to expanding its influence in the ever-evolving digital landscape.
In his new role, Haugen will spearhead Lionsgate’s original content creation for various digital platforms, manage brand partnerships, and explore innovative "storytelling initiatives." His mission includes leveraging Lionsgate’s extensive film and TV library, which boasts over 20,000 titles, to collaborate with leading digital platforms such as YouTube, Snap, Pinterest, Meta, and TikTok. Additionally, he will work closely with 3 Arts managers to uncover fresh opportunities for their clients, further solidifying their presence in the digital realm.
Jim Packer, Lionsgate president of worldwide television distribution, and Brian Weinstein, co-CEO of 3 Arts Entertainment and senior adviser to the office of the CEO at Lionsgate, expressed their enthusiasm in a joint statement: “Brad’s deep understanding of digital media and the creator economy aligns perfectly with our entrepreneurial culture. His leadership will amplify our efforts to bring some of the world’s most iconic brands and franchises to top digital media platforms, captivating a whole new generation of talent.” They added, “With Brad’s expertise in digital media, brand-building, and talent relationships, we are poised to seize exciting growth opportunities that extend beyond the traditional boundaries of our business.”
Haugen praised Lionsgate’s franchises, including Hunger Games, Twilight, Mad Men, and John Wick, describing them as part of “one of the world’s largest and most valuable film and TV libraries.” He also highlighted 3Arts as a “powerhouse talent management and production company,” emphasizing the vast potential for scaling Lionsgate’s business and generating substantial additional revenue in the digital space. “I’m eager to collaborate with all our potential partners to create something truly remarkable,” Haugen stated.
Throughout his career, Haugen has collaborated with an impressive roster of artists, including Will Smith, Jada Pinkett Smith, Justin Bieber, Ryan Reynolds, and Megan Thee Stallion. At Westbrook Media, he led the digital content division, overseeing the development of short- and mid-form content, digital brand management, and production. Notable projects under his leadership include Pinkett Smith’s “Red Table Talk” for Meta and iHeart, as well as the “Fresh Prince” reunion special on Max.
In the virtual reality (VR) domain, Haugen developed and produced Post Malone’s immersive album experience “Twelve Carat Toothache” and launched the “Shaq’tacular Spectacular New Year’s Eve” VR special with Meta. He also managed brand-funded original series like Samsung’s “Exposure” on Hulu and “Own the 8 Count” in partnership with Logitech.
Earlier in his career, Haugen worked alongside ATTN: co-founders Matthew Segal and Jarrett Moreno at their socially conscious digital media company. There, his team crafted branded content published across more than a dozen social channels, partnering with major brands such as Netflix, Spotify, HBO, Microsoft, GE, Adobe, and T-Mobile. Prior to this, as the second full-time employee and first CMO at Scooter Braun Projects, Haugen played a pivotal role in building Justin Bieber’s online fan community, leading marketing and business initiatives for Bieber’s projects. He also guided marketing and business development strategies for other prominent clients, including Ariana Grande, Tori Kelly, PSY, Martin Garrix, and Carly Rae Jepsen.
A graduate of the University of Texas, Haugen began his career in business development at the renowned advertising agency BBH, where he contributed to campaigns for clients like Unilever, Diageo, Miller Lite, Cadillac, Vaseline, and Johnnie Walker.
