Caroline Giegerich is Director of Innovations at Initiative. She is responsible for brainstorming and executing innovative marketing strategies for Lionsgate, Lucas Arts, Carl’s Jr, Kia, and Dr. Pepper/Snapple across platforms from print, outdoor, TV, events, and digital. Most recently, she launched Lionsgate’s Foursquare promotion in 11 cities nationwide surrounding the upcoming release of the action movie Expendables and managed the inaugural release of the promoted tweets program surrounding the film Killers.
Before joining Initiative, she was Manager, Emerging Platforms & Technologies for Home Box Office, Inc, responsible for pursuing strategic relationships in new media, product development, and research in the realm of emerging platforms and technologies as leveraged by internal teams at HBO. She managed the development and marketing of two products for HBO Boxing meant to bring new stats to the on-air program to engage viewers further with the sport. During her tenure at HBO, she was also responsible for driving multi-platform content development, launching new HBO on Demand product offerings, and developing cross-platform marketing strategies.
Caroline is also founder and editor of Daily Marauder, a daily website devoted to the intersection of art, technology, and online media. Before joining HBO, Caroline worked at the LA Times and in radio as a DJ at a medium market alternative station.
Caroline holds a Bachelors of Arts in Pre-Medical Sciences and Philosophy from Brown University.
