Executive Director, Marketing & Franchise, GBC, APAC

Job ID 10098947 Location Singapore, Singapore / Minato-ku, Japan Business Disney Experiences Date posted Aug. 21, 2024

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"I didn't think it was possible that something I did for fun - telling sports stories through stats - could become my job until I came here."

Ana, Sr. Researcher, ESPN

Job Summary:

This role can be based in either Singapore, Shanghai or Tokyo.

Overview of Responsibilities :

The Executive Director, Marketing & Franchise, APAC leads the development of growth strategies against each of the key franchise ( Disney, Marvel, Lucas & 20th C) that in alignment with the global brand playbooks while considering APAC-specific nuances and supporting the region's key ‘must win growth pillars’, lead the development and implementation of commercially driven marketing strategies across the APAC region, incorporating global marketing initiatives and complementing with region-wide campaigns and locally tailored marketing efforts

Key Responsibilities:

Collaborate with APAC Category team, lead the development and go-to-market strategies that maximize the business across key franchises, categories and licensees in alignment with the global brand playbooks
Act as the senior leader and key partner for GBC marketing strategy to internal teams, content providers and other Walt Disney Company functional partners as it pertains to tent-pole support and marketing initiatives
Strong relationships with key licensees to ensure marketing fund are being directed in the right way to drive incremental revenue and ROI
Collaborate on brand/franchise/marketing growth targets for strategy planning and AOP collaborating with regional/functional partners on planning and execution efforts
Define and oversee a fully-integrated GBC marketing budget and resources to drive awareness and ROI
Drive alignment on target consumer needs with business opportunities while continuing to identify future consumer opportunities, shaping product and experience development
Subject matter expert on the consumer products business including consumer demographics, specific markets, consumer segments and target audiences to assess performance achieve growth goals

Detailed Responsibilities:

Franchise Management:
Develop consolidated plan across all brands through three lenses – consumer, product & retail channel, ensuring identifiable strategies to attract all APAC addressable consumers, through our rich franchises, innovative product and targeted retail & marketing solutions. In order to achieve this:

Develop APAC Strategic plan by franchise:
- Participate in global integrated brand steering committees providing regional perspective on brand playbooks, strategic initiatives, marketing campaigns & creative needs
- Localize brand playbook/strategic initiatives and implement go-to-market strategies
- Identify APAC specific project (eg Grogu) that will fill white space and lead to new revenue streams
- In collaboration with marketing team, influence key focus areas for fully fledged marketing support.
Ensure effiecient operating model for effective collaboration with global & APAC cross functional teams
- On-going active communication with all key stakeholders within the global brand comercialisation team – making sure that APAC needs are highlighted nd actioned upon
- Timely reporting against key priorities laid out by global team
- Work closely with key APAC functional: teams
  - Provide clear guidance by franchise to the Category & PD teams, driving revenue opportunities & supporting team in pitching new/existing licensees
  - Manage licensee/retailer marketing collateral and approvals
- Work with the APAC cluster franchise teams and provide consolidation support
- Work closely with the Creative team - feeduing into style guide needs to support new initiatives
Active participation in finance cycles: LTP, AOP & quarterly forecasting, including giving direction by franchise and ifdentifying opportunities for further growth

Marketing:
Overall function:

Drive one marketing community across APAC , engaging all teams to actively engage in APAC solutions & share locally driven campaigns.
Ensure team is fully aware on the APAC team objectives as well as each in defining local market/teams roles, responsibilities and measurable objectives
Manage the marketing budget and use the earned marketing fund (CMF) within business teams for planning and negotiation, plus grow collections of CMF by demonstrating the value of a Disney dollar

Marketing strategy:

Define and develop APAC commercially driven marketing strategies, aligning to franchise, and taking into account global, regional & local business key objectives.
Work closely with marketing creative team to develop 360 pitch kits – including key visuals, digital assets, KOL involvement, marketing content and experiential retail solutions
Working with business teams, set ROI by campaign to ensure each achieves the desired business objectives/financial targets
Work closely with global marketing team to clearly articulate APAC’s requirements for each globally driven campaign – including timelines, clearances, creative assets

Insights:

Deliver insights which underpin direction for CPGP product, marketing, content and media strategy
Support each franchise, through in-depth insight projects into consumer & product trends; and then relating these into ‘so-what’ fact sheets for external use
Through subscriptions to the likes of WGSN & Euromonitor, proactively monitor trends in competition & consumer behaviour
Support all events through participation surveys
Working with the PD team, develop bi-annual trend presentations, and bespoke projects as required.
Engage in social listening, as and when required

Live Entertainment:

Aligning with the key strategic franchise priorities, support all SAMENA, Korea, ANZ & Japan teams in developing complementary live entertainment events to support ‘on ground’ experiential events - bringing the joy of our characters to multiple consumers across APAC
Support annual DCP showcase events with live shows & character appearances
Constantly consider ways to add more ‘friends’ to portfolio (eg in FY24, adding Spider-Man & Iron Man; and Stitch)
Bring in freshness by purchasing new character overlays (outfits) and working with the local teams, support cultural diversity by developing market specific costumes, and ultimately live events
Support overall TWDC events – like content showcase (DE), Cruise line events, & D+ activations
Support internal cast engagement events with character appearances & live entertainment

Basic Qualifications:

Minimum of 12 years’ experience in marketing, strategic planning, communications, or brand management
Outstanding verbal and written skills, including solid presentation skills
Exceptional ability to create and execute strategic, innovative marketing plans
Deep experience in marketing a major brand, including writing briefs and strategic planning
Ability to obtain and accurately interpret data from multiple sources, leveraging data to develop compelling recommendations
Demonstrates sound creative judgment, able to work with, and provide direction to, creative teams
Proven track record in market research techniques and analysis, able to represent the consumer perspective
Strong partnering and interpersonal skills, able to work collaboratively with cross functional peers
Proven leadership experience, able to inspire, develop and mentor others
Ability to influence at all levels of the organization
Superior organization, project management and budgeting skills
Comfortable working in a high volume, fast-paced environment; decision maker with the ability to work under pressure and drive ideas into action
High level of corporate professionalism, maturity and political savvy
An advocate for diversity and inclusion

Required Education:

Bachelor's degree in marketing or a related field is required. An MBA or related postgraduate degree is preferred but not mandatory.

The Walt Disney Company is an Equal Opportunity Employer. We strive to be a diverse workforce that is representative of our audiences, and where all can thrive and belong. We are committed to building a team that includes and respects a variety of voices, identities, backgrounds, experiences and perspectives.

#LI-DNI

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About Disney Experiences:

Disney Experiences brings the magic of Disney stories and franchises to life through theme parks, resorts, cruise ships, unique vacation experiences, products and more around the world. Disney shines in the travel industry with six resort destinations in the United States, Europe and Asia; a top-rated cruise line; a popular vacation ownership program; and an award-winning guided family adventure business. Plus, Disney's global consumer products operations include the world's leading licensing business; the world's largest children's publishing brands; one of the world's largest licensors of games across all platforms; and Disney store locations around the world and on the web.

About The Walt Disney Company:

The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise that includes three core business segments: Disney Entertainment, ESPN, and Disney Experiences. From humble beginnings as a cartoon studio in the 1920s to its preeminent name in the entertainment industry today, Disney proudly continues its legacy of creating world-class stories and experiences for every member of the family. Disney’s stories, characters and experiences reach consumers and guests from every corner of the globe. With operations in more than 40 countries, our employees and cast members work together to create entertainment experiences that are both universally and locally cherished.

This position is with TWDC (China) Ltd., which is part of a business we call Disney Experiences.

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