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Vice President, Engagement Marketing

Company: The Walt Disney Company
Location: New York
Posted on: January 16, 2022

Job Description:

The Vice President of Engagement Marketing plays a central role in both the strategy and execution of Disney Streaming product mission for Disney+, ESPN+ and our bundle services. As a part of Disney's Media and Entertainment Distribution segment, this global role will oversee the optimization of the customer's journey and interaction with DMED's various products to drive core KPIs around improving adoption, conversion rate and retention metrics for the streaming services.

The Vice President will lead the marketing team's efforts around audience segmentation, execution across all one-to-one or one-to-few product channels and analysis. This executive will partner closely with the Customer Acquisition, Product Development, Data and Engineering teams, along with business and regional leadership in EMEA, LATAM and APAC to craft a holistic view of the customer journey and proactively optimize to achieve the company's ambitious goals. The successful candidate will have a unique opportunity to build and mentor a world-class team of product and media professionals.

Responsibilities :

  • Define and build the roadmap for success across each brand's subscriber ecosystem subscribers
  • Drive new member sign ups and existing subscriber engagement through the promotion of new content and personalized programming.
  • Drive content engagement, new feature adoption (alerts) functionalities or services (CTV) to drive repeat usage and affinity for our brands
  • Drive constant 'test and learn' experiences to improve our content and service- ultimately looking to drive retention through higher CS or NPS
  • Build and maintain initiatives across subscriber onboarding, engagement, upsell and win-back campaigns
  • Build collaboration and partnership across the organization, globally.
  • Lead status updates, business reviews and resourcing meetings with executives, product, analytics, content acquisition and integrated marketing organizations
  • Establish workflows, communications and prioritization for a center of excellence supporting a global organization
  • Partner with analytics to determine the set of North Star metric(s) and KPIs to assess the impact of programs on subscriber retention

    Basic Qualifications :
    • 10-15+ years of experience in leading customer relationship management or lifecycle marketing operations for a direct-to-consumer brand
    • Experience leading large organization with both direct and indirect reports
    • Prior experience in monthly subscription businesses (OTT, SAAS, Consumer Streaming, Self-Serve B2B)
    • A hybrid between being a strategic thinker and driver of operational excellence
    • Advanced knowledge of product automation best practices for consumer-facing businesses
    • Knowledgeable of all the latest industry developments and trends
    • Strong Influencer of roadmaps and decisions through data-based recommendations
    • Excellent communication skills including presenting to senior executives
    • Strong working knowledge with SQ or similar query language; outstanding analytics/data skills
    • Takes proactive ownership of projects and has a bias for action
    • People leader who acquires, develops, coaches & retains

      Required Education :
      • BA/BS degree or equivalent practical experience

Keywords: The Walt Disney Company, New York , Vice President, Engagement Marketing, Advertising , New York, New York

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