Guillaume Maillet

About Guillaume Maillet

I’ve built my career at the intersection of storytelling, audience behavior, and digital innovation—helping global entertainment brands connect their worlds with the fans who love them.Today, I lead International Media & Analytics at Universal Pictures, shaping global theatrical campaigns that transform films into cultural moments. From trailer launches to platform-first activations across Google, Meta, TikTok, Amazon, and beyond, I blend creative intuition with data clarity to ensure every beat lands with impact in 70+ markets.Before Universal, I spent over a decade at Amazon building teams, systems, and strategies that powered the growth of global advertising, programmatic media, and event marketing. Earlier roles at Microsoft and AOL grounded me in digital storytelling, working with some of the world’s most iconic entertainment brands—Disney, Fox, Paramount, Ubisoft, Sony Music, and more.What connects all of these chapters is simple:I’m fascinated by why people engage with stories—what sparks excitement, emotion, and connection—and I use those insights to shape smarter, more resonant campaigns.I’m passionate about: Bringing films and entertainment IP to life through audience-driven media strategy Translating data into creative direction, sharper messaging, and global learnings Scaling innovation across teams, tools, and territories Designing global frameworks that elevate creative, media, and talent executions🤝 Partnering across research, creative, digital, and regional teams to launch unforgettable campaignsWhat I bring:A blend of creativity and analytical rigor, global leadership experience, and a deep understanding of what moves audiences in today’s entertainment landscape. If you’re building stories, worlds, or campaigns that deserve a global audience, I love helping amplify them.

Experience

1. Director, International Media and Analytics

   Universal Pictures

   Jan 2024 — Present · Los Angeles, CA, US

   Global media strategy, insights and innovation for international theatrical releases.I lead global media strategy and analytics for Universal Pictures International, shaping data-driven campaigns that connect films with audiences in 70+ markets. I partner with creative, research, digital, media, and territory marketing teams to ensure campaigns are insight-led, innovative, and globally aligned.Media Strategy & Global Campaign Leadership- Drive end-to-end strategy for international media campaigns, including trailer launches, asset rollouts, and digital-first activations- Lead global partnerships with Google, Meta, TikTok, Amazon, Spotify and emerging platforms to elevate film visibility and fan engagement- Manage centralized media planning and pan-global buys, ensuring strategic alignment, budget governance, and creative consistency- Bring territories together around global priorities, fostering best-in-class media thinking and scalable processes.Audience Insights, Creative Learning & Optimization- Develop analytics frameworks to evaluate campaign impact, optimize spend, and define global KPIs- Integrate research, social listening, NRG tracking, and Google trends to inform messaging, talent beats, creative direction, and audience segmentation- Lead multi-market learning agendas, A/B testing, and attribution models to guide future campaign strategy- Translate complex insights into recommendations that drive box-office results and influence creative, digital, and media decisions.

Education

• University of Paris I: Panthéon-Sorbonne

  DEUG, Droit/Law

  1998 — 2001

• American Business School of Paris

  Bachelor of Business Administration - BBA, Majored in marketing

  2002 — 2004