Vice President, Marketing - Disney+ EMEA

Direct-to-Consumer and International ,
London, Greater London
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Overview

Job Description

Specifically, this role will: * Define the brand positioning of Disney+ in EMEA * Drive Disney+ brand awareness, understanding and demand, through both product marketing and content marketing (for exclusive original TV shows & movies, as well as recent 'pay1' theatrical releases and classic movies & TV shows) * Be responsible for integrated media planning, working closely with TWDC's media agency (Publicis) to ensure effective 'through the line' media plans that maximise effectiveness and efficiency and media ROI * Work closely with the VP Subscriber Growth (who is responsible for all digital performance marketing and sign-ups) to measure and drive maximum demand through the 'funnel' * Set and execute Disney+ social strategy and consumer engagement through all major social platforms; and work closely with the consumer PR team to drive maximum 'earned' media and engagement * Manage all 'synergy' marketing through TWDC's owned channels, including media networks, digital, CRM, Disney stores and Disneyland Paris * Oversee the in-house creative and design team to deliver excellent creative output across brand, direct, performance and customer communications * Devise and deliver fully integrated, standout marketing campaigns to drive brand awareness/affinity and acquisition/retention of subscribers * Work closely with our strategic partners (eg O2, TIM, Canal) to help deliver best in class campaigns that drive Disney+ demand and subscriber growth * Develop and implement brand measurement frameworks to track Disney+ brand metrics (awareness, intent, etc) by audience segment, and campaign effectiveness against agreed objectives and success criteria * Partner with the other Disney+ functional leads to meet business plan targets and support the wider business objectives Success metrics KPIs for this role will include: * Brand: awareness, understanding, demand * Content: show/movie consideration, consumption * Media : media ROI * Creative/advertising : appeal, effectiveness in driving consideration * Customer : impact of communications on consumption and retention This role requires the ability to build and lead a high performing team; work effectively and collaboratively with peers in London, local markets, and US; and build strong relationships with external partners as a key representative of the Disney+ business. Specific skills and experience we are looking for include: * Extensive experience in marketing with a strong track record in an executive level marketing role * Proven leadership experience of building, developing and motivating teams * Strategic thinker with strong communication skills * Results driven approach that uses data to drive thinking and decisions * Expertise in media strategy and planning and working with a media agency * Deep knowledge of subscription services and the broader media landscape * Experience of working across international markets * The right collaborative, influencing and relationship building skills to be effective in a large global matrix organisation Overview of DTC and Disney+ Disney+ is The Walt Disney Company's new Direct to Consumer (DTC) video entertainment service targeted to families and fans of our iconic content and brands. The service consists of long form and short form video built around five key content brands (Disney, Pixar, Marvel, Star Wars and National Geographic), with an appealing and easy to use interface accessed across multiple platforms including TVs, mobile devices, and gaming consoles. The DTC EMEA team is responsible for the overall commercial performance and the day-to-day operations of Disney+ across the region. This includes marketing, customer acquisition and retention, partnerships, customer engagement, implementation/localisation of the global content strategy, analytics and research. Overview of the role Within this team, the VP Marketing will be responsible for the overall marketing strategy and execution for TWDC EMEA's DTC operations, with immediate focus on the roll out and growth of Disney+. This leadership role will help build the company's capability and establish a culture of excellence in all aspects of direct-to-consumer SVOD marketing, through developing and implementing the marketing plans for Disney+ across Europe in coordination with local marketing teams. The role must devise and execute 'best in class' strategy, integrated media plans and campaigns, and outstanding creative that deliver maximum brand awareness and drive demand for Disney+ among prospective and existing customers within agreed budget. Preferred Education : This role requires the ability to build and lead a high performing team; work effectively and collaboratively with peers in London, local markets, and US; and build strong relationships with external partners as a key representative of the Disney+ business. Specific skills and experience we are looking for include: * Extensive experience in marketing with a strong track record in an executive level marketing r

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