Ileana Lagares is a visionary marketing leader and trusted collaborator known for driving culture-forward strategy and shaping the future of nuanced storytelling.

For over a decade, Ileana helped build HBO’s Multicultural Marketing department into an award-winning, industry-leading powerhouse. As Vice President, Multicultural Marketing, HBO and HBO Max, her work has consistently set new standards for what authentic, resonant, and high-impact marketing can look like—especially when it centers strategy, cultural nuance and creative excellence.

At HBO, Ileana led the strategy and execution of campaigns across series, specials, documentaries, and films—building iconic launches for titles like Insecure, Watchmen, Game of Thrones, Boardwalk Empire, Los Espookys, and many others. She oversaw a team that spanned digital, partnerships, experiential, and social, often bringing together bold ideas with meticulous execution.

Her campaigns didn’t just generate buzz—they created moments. She spearheaded InsecureFest, an immersive cultural event that not only celebrated the show’s legacy but became part of its storyline. Her campaign for The Immortal Life of Henrietta Lacks led to the commissioning of the only known portrait of Lacks by artist Kadir Nelson—now hanging in the Smithsonian’s National Portrait Gallery.

Beyond title campaigns, Ileana built, launched and led several long-term brand platforms and audience initiatives including Scene in Black, Our Stories to Tell, and the APA Visionaries short film competition—each one rooted in a deep understanding of audience, representation, and connection.

What sets Ileana apart is her ability to move seamlessly between strategy and storytelling—bringing structure to big ideas, and soul to business objectives. Whether she’s developing a campaign, facilitating a cross-functional partnership, or mentoring the next generation of creative thinkers, Ileana is guided by a belief in the power of people, purpose, and perspective.

Today, she partners with companies, community organizations and creators to build meaningful, impactful work—offering expertise in brand strategy, cultural marketing, audience engagement, and creative collaboration.

AWARDS

2018: American Advertising Federation, Mosaic Media Image Award - Gold, Alternative Media Form - The HeLa Project, The Immortal Life of Henrietta Lacks

2018: National Association for Multi-Ethnicity in Communications, EMMA, Gold - Insecuritea Podcast series, Insecure

2020: Biz Bash Best Events of the Decade: Best Cultural/ Multicultural Event - Our Stories to Tell: Los Angeles

2021: Webby Award - Podcasts Television & Film - Insecure, InsecuriTEA

2021: Webby Award - Podcasts Entertainment (Limited Series & Specials), People’s Voice - Insecure, InsecuriTEA

2022: Shorty Award -, Multiplatform Campaign, Multicultural Community Engagement - Asian Pacific American Visionaries Short Film Competition

2023: National Association for Multi-Ethnicity in Communications, Luminary

2023: Biz Bash Award, Best Virtual Cultural/Multicultural Campaign - AAPI “Champion the Bold”