Doohan joins the company as exec VP of marketing, a newly created post in which he’ll focus on expanding Machinima’s marketing department, overseeing all aspects of brand and trade marketing, social media, promotions and public relations. He reports to Machinima chairman-CEO Allen DeBevoise.
Doohan most recently served as head of digital marketing at Red Bull North America, significantly expanding the company’s presence across all digital channels, especially social media. During his time there, Doohan relaunched Red Bull’s gaming and e-sports marketing strategy, managing “Red Bull LAN” and “Red Bull Battlegrounds,” two events that consistently attract millions of viewers online.
From November 2008 to June 2012, Doohan’s team grew Red Bull’s Facebook likes from 300,000 to 28 million and developed a Twitter strategy that drew more than 700,000 followers.
Machinima, one of the largest entertainment networks on YouTube, specializes in videogame programming aimed at 18- to 34-year-old males. Company’s original content, gameplay videos and Web series from studios and publishers generate around 2.1 billion video views a month and reaches over 191 million gamers monthly.
“I’m looking forward to applying techniques I have learned to build the forward thinking marketing model within Machinima,” Doohan said. “I see many similarities between videogames 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.”
Before joining Red Bull in 2008, Doohan was director of interactive marketing at ConAgra Foods, where he led digital marketing for brands like Healthy Choice, Orville Redenbacher’s, Slim Jim and Hunts.