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Variety‘s Hollywood’s New Leaders profiles those to look out for in the worlds of film, TV, digital and more. For more of the New Leaders, click here.

Daniel Martinez, 37
Exec VP, entertainment and brand marketing, PMK*BNC
Since joining 15 years ago, Martinez has become a key player in the agency’s brand/entertainment marketing business. He developed, negotiated and executed Samsung’s music festival strategy; led the growth of Samsung Mobile’s experiential, influencer marketing and content business (more than doubling growth in that division in three years); and brought Samsung Gear VR to a consumer audience, sourcing entertainment partnerships, artists and consumer/influencer events. Among the initiatives: creating the VR Experience at SXSW and debuting live streaming of performances at Lollapalooza via Gear VR. “Whether it’s pushing the boundaries of VR technology at music events, or negotiating partnerships with iconic entertainment properties, I’m excited to continue working with clients like Samsung to create cultural moments that impact consumers’ lives,” he says.