Director, Integrated Marketing SEA

Job ID 10101613 Location Singapore, Singapore Business The Walt Disney Company (APAC) Date posted Sep. 25, 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 is based in Singapore and responsible for Southeast Asia Markets: Singapore, Indonesia, Malaysia, Philippines, Thailand, Vietnam.

Disney Entertainment includes the company’s full portfolio of entertainment media and content businesses globally, including streaming. Walt Disney Studios encompasses a collection of respected film studios, including Disney, Walt Disney Animation Studios, Pixar Animation Studios, Lucasfilm, Marvel Studios, Searchlight Pictures, and 20th Century Studios. Disney General Entertainment Content is a collection of renowned content brands at The Walt Disney Company creating original entertainment for the Company’s streaming platform, Disney+, and for theatrical release.

The Director, IM SEA will cover 3 main business scopes with coverage below:

Integrated Marketing for DTC

He/She will work with SEA DTC GM and across DTC functions including but not limited to performance marketing, partnership, programming, analytics, strategy, research to maximize growth via retail and partner and optimize cost on marketing communications.
He/She will work with strategic external partners as well as internal teams throughout The Walt Disney Company to develop and execute high-impact marketing programs that drive customer acquisition, retention and awareness of Disney+. This person will be responsible for seeking creative ways to advance growth and engagement strategies by leveraging partners' unique and valuable marketing channels. The ideal candidate will have a passion for innovation and the ability to effectively communicate and cultivate meaningful relationships at all levels of the organization.
Integrated Marketing for Studio
He/She will work with SEA Studio GM to work on organic and inorganic growth on the studio business via partner and direct.
He/She will lead the team to deliver best-in-class film campaigns during the theatrical windows to maximise revenue and net Contribution for The Walt Disney Company (TWDC). This person will be an expert in marketing strategies, with a pulse on consumer behaviour and habits across various segment groups, as well as market trends. Able to implement and constantly evolve strategies to ensure that campaigns are innovative and adhere to a consistently excellent level.

Brand & Franchise

He/She will work with Burbank and APAC Brand & Franchise counterparts to uphold stewardship of the image, reputation, identity and integrity for all brands that fall under The Walt Disney Company businesses.
He/She will lead the team to elevate our brands to ultimately drive a “One Disney” approach for our DE business. This person will be able to identify collaboration opportunities across all lines of businesses including Disney+, Studios, Consumer Products, Games & Publishing, Music & Live Events, Disney Cruise Line to maximize our brand presence, and deliver brand initiatives that are relatable to our consumers to continuously build and leverage on the strength of our brands and franchises.

IM Team Management

He/She will be able to uphold optimism and a positive mindset to drive our marketing team in an evolving business landscape, to set the team up for long-term success. This person will also advocate accountability in our spends by identifying performance metrics – business and marketing, relying on research insights and data to drive marketing decisions, for justification and continuous optimization in our approach. In process and operations management for the team, workstream efficiency will be a key focus to reinforce a sustainable bandwidth for the team. The IM Lead will encourage test and learn, focus on team development to maximize the potential of the team and individual cast members, uphold a culture of trust to provide a conducive environment for the team to continuously pursue excellence.

Areas of Responsibility

Develop and co-ordinate and collaborate with internal and external stakeholders in relation to the DTC and Theatrical Marketing strategy in Southeast Asia, with a focus on driving brand awareness and new content launches that work in parallel with digital performance marketing for customer acquisition, synergy marketing and partnership.
Plan and execute marketing campaigns, develop strategies and manage agency partners on deliverables for all Studio titles.
Provide guidance and strategic advice on the preparation, development and delivery of fully integrated engaging / standout marketing campaigns to drive brand awareness/affinity and in turn acquisition/retention of subscribers. Campaigns will be brand driven as well as content driven.
Ensure appropriate branding on all executions to drive strong brand attribution.
Conduct brand reviews and approvals, assess requests for live character appearance and co-brand partner approvals.
Develop strategy for brand, customer value proposition, funnel optimisation and promotions to engage & retain the consumers.
Develop marketing activities within provided marketing budgets, negotiate cost and terms with vendors.
Develop and maintain effective relations with the media, advertising and promotional partners. Execute events from ideation, sourcing venue and sponsors, planning, to marketing and on-ground support for actual event.
Set the creative direction on each movie title, including the oversight of briefs to agencies pertaining to the main key art, POSM, print ads, TV, radio spots, online and mobile ads.
Manage studio entertainment social media platforms, driving reach and engagement to increase brand affinity.
Work with local exhibitors (cinemas) to develop in-theatre promotions (with the input from our local distributor.
Communicate effectively across Disney lines of businesses (Consumer Products, Franchise, Media+, etc.)
Provide guidance and advice on the end-to-end process with external agencies (media planning, creative, production, etc.) to deliver effective media plans and brand/product creative for use by all marketing and wider Disney+ teams (brand, acquisition, retention, customer service, social)
Collaborate with marketing counterparts at companies selected as our DTC working partners (e.g., affiliates, promotions companies, etc.)
Work in close collaboration with the Disney’s affiliated entities, ensuring an alignment with a global and regional strategy that can be adjusted as needed to suit local needs.
Work in close collaboration with other LOBs, ensuring internal synergies alignment with cross company priorities to draft off and support Company’s marketing initiatives.
Co-ordinate and collaborate with internal stakeholders to meet business plan targets and support the wider business objectives.
In close collaboration with the Franchise team drive opportunities for a broader TWDC approach to movie launches.
Champion cross business support for original movies and franchise led content.
Determine initial creative positioning using key stakeholders and collective experience.

Professional Qualifications and Experience

A postgraduate qualification with specialization in Marketing
At least 12-15 years of relevant experience in a Marketing Lead role, with minimum of 5 years’ experience in building a direct to consumer marketing team.
Portfolio of strong consumer marketing campaigns resulting in building brands, driving business growth & user acquisition, including across traditional and digital/social platforms.
Proven team leadership experience, including management of teams across multiple markets.
Prior experience in working with Matrix organization globally
Strong knowledge of subscription services and its competitive landscape
Proven track record of delivering highly successful and innovative products with a large-scale customer base
Business / General Management experience is preferred

Skills

Strategic thinker with good communications skills
Creative mindset with the ability to leverage on data to develop strategy/decisions
Strong stakeholder management skills
Strong presentation skills
Ability to manage, motivate and build a team
Results-oriented
Inspires Creativity and Innovation
Champion of Change

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.

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About The Walt Disney Company (APAC):

For over 70 years, The Walt Disney Company has been entertaining consumers in Asia Pacific – and enriching people’s lives. Today’s consumer can discover new branded experiences in many ways and in many markets from Australia, New Zealand, Mainland China, Japan, Korea to Southeast Asia.

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 Disney Int'l Employment Services, Inc., which is part of a business we call The Walt Disney Company (APAC).

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